Marketing intelligence and its impact on rapid response to market changes: A survey study at Korek National Telecom Company in the Kurdistan Region of Iraq

Abstract

The current research seeks to demonstrate the impact of marketing intelligence on the market's rapid response to changes in the marketing environment. Responding to market changes is an important factor in enhancing the organization's position, products, and brand in the minds of customers. Furthermore, it is important for the organization to keep pace with these changes, especially competition, product demand, technological development, and changing customer behavior. These changes are important factors in determining an organization's survival or exit from the market, through its adoption of a marketing intelligence system in its marketing activities. The main research problem lies in clarifying the extent of an organization's ability to respond to market changes through marketing intelligence. The research relied on the descriptive analytical approach, and the hypothetical research plan was constructed based on the hypotheses of the relationship and impact between the two main variables (marketing intelligence and the speed of response to market changes) and their dimensions. A sample of (60) employees working in the field of marketing and technology at Korek National Telecommunications Company was surveyed. The survey was conducted using a questionnaire form, which included a set of items related to the research variables, and a five-point Likert scale. The research reached a number of conclusions, the most important of which were: Marketing intelligence, in all its dimensions, has an impact on identifying market changes, responding quickly to them, and keeping pace with these changes, especially the existing competition between telecommunications companies operating in Iraq. It also became clear that marketing intelligence has a significant impact on the speed of response to market changes. Based on the conclusions, a number of recommendations were presented, the most important of which were: The company under study should take into account existing competition and the noticeable technological progress in light of the rapid changes in the telecommunications sector, in order to meet the needs and desires of its customers. This can be achieved by implementing marketing intelligence activities.