Which of the following statements regarding marketing intelligence is true?
A) Marketing intelligence typically involves sensitive and confidential information kept out of the public domain.
B) The advantage of using competitive intelligence is negligible as it is based only on internal sources of data.
C) All marketing intelligence inputs are available at no cost to any potential users.
D) Marketing intelligence is the systematic collection, monitoring, and analysis of publicly available information.
E) Marketing intelligence efforts are more focused on gaining insights into a firm's consumers rather than its competitors.

Question

Quizplus · Accepted Answer

Marketing intelligence is defined as the systematic and ongoing process of gathering and analyzing information on competitors, markets, customers, and economic trends from publicly available sources. It is not necessarily confidential information and can be obtained from a variety of sources. Therefore, option D is the correct statement. Option A is incorrect as marketing intelligence can use both public and private information. Option B is incorrect as marketing intelligence should involve both internal and external sources. Option C is incorrect as some marketing intelligence inputs may require a fee for access. Option E is incorrect as marketing intelligence aims to gain insights into both competitors and consumers.

Which of the Following Statements Regarding Marketing Intelligence Is True