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Review the material in Chapter Ten on Gathering and Using Information.

Why do companies gather market intelligence and conduct marketing research?
What activities are part of market intelligence gathering?
How do marketing professionals know if they have crossed the line in terms of gathering marketing intelligence?

Companies gather market intelligence and conduct market research to gather information allowing them to make informed decisions. This helps companies understand if there a market for the product or service, why would people use it, in what context. If a company produces a product in black without market research but the company's target audience only wants the product in blue it is an expensive exercise that has the potential …show more content…
If the corporation the marketing professional works for, does not have clear guidelines to follow regarding appropriate corporate citizenship and behaviour, then a moral and ethical standpoint should be observed and followed, and this can be self-assessed with a few simple questions:
Is it illegal to do this?
Is this morally or ethically wrong?
Does this make me feel uncomfortable doing this?
If I was doing this and observed by other people would I want to hide to avoid being identified?
If the roles were reversed and this was happening to me or my company would I feel the actions are inappropriate?
Would I feel uncomfortable explaining my full actions to someone of authority?

If the answer is yes to any of these then it is crossing the line and going too far and should not be

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