Dimensions of Marketing Intelligence An exploratory study of the opinions of a number of employees of the Green Fields Dairy Production Company Ltd

Abstract

The aim of the current research is to describe and diagnose the level of awareness of the two scientists in the researched company about the dimensions of marketing intelligence represented by (customer intelligence, market intelligence, product intelligence, competitor intelligence, and supplier intelligence) among the employees of the Green Fields Dairy Company Ltd., with the aim of showing their level of awareness of these Dimensions. Therefore, the researchers sought to include the dimensions of marketing intelligence and its measures in this research in an attempt to identify the reality of the dimensions of marketing intelligence in the company in question. Dimensions of marketing intelligence? In order to answer this question, two main hypotheses were adopted.

1- There is a certain level (high - medium - low) of using the dimensions of marketing intelligence by the company's employees.

2- The two scientists surveyed in the company do not have a clear and accurate awareness of the dimensions of marketing intelligence.

And they were tested using the appropriate statistical tools through a questionnaire form prepared and distributed for this purpose, as (83) forms were distributed and were fully recovered, that is, by (100%), the results of the statistical analysis showed that the answers of the respondents were in the positive direction, which enabled the researchers From presenting a set of conclusions, the most important of which were:

1- Marketing intelligence is a component of total intelligence and one of the dimensions of marketing intelligence for market-oriented productive companies.

2- The results of the analysis showed that the answers of the respondents in the company in question focus in the positive direction on all dimensions of marketing intelligence, and this indicates the use of the dimensions of marketing intelligence represented (customer intelligence, market intelligence, competitor intelligence, and supplier intelligence) by employees in varying proportions.

A set of proposals that are consistent with the conclusions presented by the research were also presented.

1- Introducing gradual improvements to the products and ways of doing business in the company in question by giving global individuals training opportunities that contribute to enhancing their skills and abilities, making the company able to achieve the optimal investment of all resources.

2- Establishing a clear future vision consistent with the objectives of the company under study and serving it, and working to deliver this vision to the workers in a convincing and simplified manner that contributes to motivating them towards achieving it and reaching it by working in a team spirit and enhancing cooperation between the company’s departments and its affiliated laboratories.