một thực tế rằng nghề tiếp thị có xu hướng chiến lược phục vụ cho nhu cầu của thị trường mục tiêu cụ thể và tập trung vào cách họ đang đặc biệt. Khi phục vụ cho thị trường mục tiêu, điều quan trọng là phải hiểu làm thế nào họ là duy nhất và để phân biệt cách cụ thể, | The Qualitative Audit 221 If employees do not stay with an organization for long periods of time the organization will not be willing to invest heavily in them. 4. Do clients feel that competitive intelligence is a set of techniques that can be routinely applied to any project at hand Although competitive intelligence is a complicated profession this fact might not be obvious to the client. If the client does not recognize the distinctiveness of competitive intelligence it might appear that anyone with minimal computer savvy can perform the basic tasks of competitive intelligence professionals. If so the client and organization will probably not be willing to invest heavily in competitive intelligence analysts. 5. Does the organization believe that providing analysts with specific and long-term exposure to the subjects they research is a legitimate and expected cost of business If the organization believes that its interests are served by providing long-term and specialized training to analysts it will be willing to invest. Without this belief it will not be willing to do so. Not all organizations are willing to invest in analysts in ways that allow them to gain the expertise they need to most effectively do their job. Because competitive intelligence involves applying intuitive and subjective analysis to a diverse data set analysts need a long-term and sophisticated exposure to the phenomena they analyze. Unfortunately some organizations are not willing to provide this support. When organizations do not the competitive intelligence function suffers and their product degenerates. The responsiveness of clients and organizations to qualitative methods therefore is a key issue that needs to be considered. Competitive intelligence professionals do not live and work in isolation. What they do and how they do it will be closely tied to the orientations of their organizations and clients. INTERCONNECTEDNESS OF BOTH While the two measures discussed above 1 skills of .
