Document Type : Original Article
Authors
Department of Administration, Technical College of Administration, Sulaimani Polytechnic University, Kurdistan Region of Iraq
Abstract
This research aimed to explain the role that the marketing intelligence system plays as a tool through which to take advantage of the opportunities available to business organizations through a field case study at the GASN Cement Factory in Sulaymaniyah Governorate, and to achieve these goals the study demonstrated through the theoretical side to put forward some of what it mentioned on the both topic marketing intelligence and marketing opportunities, relying on quite a few Arab and foreign sources. As for on the practical side, the two researchers relied on a questionnaire that included a set of common dimensions between the marketing intelligence system and marketing opportunities, and then the answers of the research sample were analyzed through the statistical program (SPSS) for data analysis. The hypothesis of the research consisted of two parts, the first of which is the assumption of a significant positive relationship between the marketing intelligence systems and marketing opportunities, also the second is a positive effect of the marketing intelligence system on enhancing the investment of marketing opportunities. The research reached number of conclusions that were among the most important, that there is a significant positive relationship and impact between the two variables, where information technology contributes to supporting the marketing intelligence system by collecting, analyzing, storing and publishing data and converting it into information to help organizations in making appropriate decisions to maintain their competitive position in the market. The marketing intelligence system gives a clear vision to the factory to take advantage of the marketing opportunity that exists in the current market or in the prospective markets. As for the most important suggestions presented by the researchers, they are: The necessity of using the latest information technology, such as using computers and servers for the purpose of maintaining, publishing and constantly updating information, in addition to analyzing the market through the information provided by the system for the purpose of discovering and predicting marketing opportunities.
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