Marketing strategy questionnaireWord格式文档下载.docx

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?