Marketing strategy questionnaireWord格式文档下载.docx
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Marketing strategy questionnaireWord格式文档下载.docx
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7.SalesandBuyingProcess2
8.Pricing2
1.
Background
A.Whatbusinessarewein?
(Whatneedsdoesourbusinessmeetinthemarketplace?
)
(2–3sentences)
B.Whatservicesand/orproductsdoweprovide?
(1paragraph)
C.Whatareourbusinessobjectivesoverthenexttwoyears?
Beasspecificaspossible,andmakesuretoaddressthefollowinggoals:
∙Numberofcustomers
∙Revenue
∙Profit
∙Marketshare
D.Whatcompelledustostartthisbusiness?
2.
Market
A.Whatisthemarketopportunity?
Whatisthemarketsize?
Besuretolookatmarketsizewithrespecttogeographyandtoindustry.
B.Howcanthemarketbesegmentedintologicalcustomergroupings?
C.Whatarethekeyindustrytrendsthatarefuelingoursuccess?
Whatindustrytrendscaninhibitoursuccess?
D.Whatistheeconomicclimatenowandinthenextcoupleofyears?
Howwilltheeconomicclimateaffectourbusiness?
E.Isourbusinessormarketaffectedbybusinesscyclesorseasons?
Ifso,describehowitisaffected.
3.
TargetAudience
A.Whatmarketsegmentsarewetargeting(listsegmentnameandcharacteristics)?
Whatsegmentsarewenottargeting?
B.Whatkindofaudiencearewetargeting?
Whatareitsmembers'
demographicsandpsychographics(forexample,whatkeepsthemawakeatnight,includingbothfearsandopportunities)?
Listmultipleaudiencesinorderofpriority.
C.Whatisourcustomer’sprimaryreasonforbuyingorwantingtouseourproductorservice?
D.Whywouldsomeonepreferourofferingversusthatofferedbythecompetition?
(Youmightwanttoanswerthesectiononcompetitionandthencomebacktothisquestion.)
E.Arethereanyissuesorconcernsthatthetargetaudiencemighthaveregardingthistypeofproductorservice?
4.
Competition
A.Whatcategoriesofcompetitionthreatenoursuccess?
Labeleachcategory,andidentifyitskeycharacteristics.Prioritizethecategoriesfromgreatesttoleastthreatening.
B.Whichcompaniesposethegreatestthreat,andhowdotheydifferentiatethemselves?
Whatstrategicortacticalelementsdotheyusethatthreatenoursuccess?
Listthestrengthsandweaknessesforeachoftheseelements.
C.Whichcompetitorshavethelargestmarketsharewithinourtargetmarketsegments?
Whichcompetitorshavethegreatestvisibilitywithourtargetaudience?
D.Howwillwedifferentiateourselvestobestcombatcompetition?
E.Whatbarrierstoentryintothemarketplacearewecreatingforourselves?
5.
Offering
A.Whatneedisourofferingdesignedtofill?
Identifytheneedforeachtargetaudience.
B.Whatfeaturesandassociatedbenefitsdoesourofferingprovide?
Identifyfeaturesandassociatedbenefitsforeachtargetaudience.
C.HowdowedeliverthefeaturesidentifiedinitemB?
Bespecific—thisistheproofthatwecandowhatwesay.
D.Ofthesefeatures,whichonesdifferentiateusfromthecompetition?
E.Whatimprovementscanwemaketoourofferingtobettermeetcustomerneeds?
F.Whatnewofferingswouldourcustomersmostlikeustodevelop?
6.
Messages
A.Whatdoeseachofouridentifiedtargetaudiencesknowandbelieveaboutustoday?
B.WhatisthesinglemostimportantmessagethatwemustcommunicatetoALLofourtargetaudiences?
C.Whatevidencecanbeusedtosupporttheclaimthatwemakeinoursinglemostimportantmessage?
D.ListthesinglemostimportantmessagethatwemustcommunicatetoEACHtargetaudience.(ThismightormightnotbethesameanswerasinitemA.)
E.WhatevidencecanbeusedtosupporttheclaimsforeachmessagelistedinitemD?
F.Whathappyclientsdowehavetodaythatwecanreferenceinourcommunications?
Whatdidtheybuyfromus,andwhyaretheyhappy?
G.Whatkindofpersonalitydowewanttoportrayinourcommunications?
Whattone?
Whatflavor?
H.Whatisthenetimpressionaboutourcompanyorofferingthatwewantclientsandpartnerstotakeawayaftereachinteractionwithourcompany?
7.
SalesandBuyingProcess
A.Whatistheprocessforsellingourservicesorproducts(listthekeymilestonesintheprocess)?
Doweuseanyofthefollowingprocesses?
∙Directpersonalsale
∙Directonlinesale
∙Indirectthroughchannels
B.Whoisinvolved,bothfromourcompanyandfromoursaleschannelpartners,ineachstepofthesalesprocess?
C.Howdoesourtargetaudiencebuyourtypeofoffering?
Isthepurchaseanimpulsebuyoraplannedpurchase?
D.Whatpurchaseprocessstepsdothemembersofourtargetaudiencefollow?
Doesthisprocessvarybasedonthevendorthattheyselect?
Iftheprocessdoesvary,explainhowand/orwhy?
E.Whatbuyingcriteriadoesourtargetaudienceusetoselectanoffering?
F.Whatcriteriadoesourtargetaudienceusewhenselectingavendororamanufacturer?
8.
Pricing
A.Howimportantispriceinthedecisionprocess?
(Seethe“SalesandBuyingProcesssection”above.)
B.Whatisourcurrentpricingstructure,includingdiscounts,productoptions,rebates,andsoon?
Doourcustomersunderstandit?
C.Whichofourcompetitorsisconsideredthepriceleader?
Whatdoesthepriceleaderchargeforitsoffering?
Howdoesthepriceleaderdetermineitsprice?
D.Whatareourothercompetitorschargingfortheirofferings?
E.Whatcanbedonetoreducecostswithoutaffectingquality?
F.Whattradeoffsofpriceorvalue,orofbothpriceandvalue,docustomersmake?
G.Whatistheperceivedvalueofourofferingascomparedtoitsprice?
H.Whatservice(s)dowecurrentlyincludeinthepriceofourproduct?
Whatservicescanweconsidernowandinthefuture?
I.Arecompetitivepricechangesanticipatedinthenearfuture?
J.Whatindustrytrendsaregoingtodrivepricesdown?
Whatindustrytrendsaregoingtodrivepricesup?
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