Probing for answers…
Custom Tune-up for Market Performance Improvement
Our 10-point Marketing Diagnostic was developed to help clients:
- Uncover Marketing Weaknesses
- Increase Customer Satisfaction
- Improve Branding & Positioning
- Reduce Marketing Program Waste
- Focus Efforts for Better Results
Subject areas to be probed are tailored to meet the unique needs of each client. Findings and suggestions for improvement are detailed in a list of actionable items. Typical areas probed:
#1 Customers
- How clearly do you meet the needs of the customers that your product or service is intended to satisfy?
- How precisely have you selected your target market; is it in the growth stage?
- How are you monitoring customer satisfaction; are you clear about your company’s strengths and weaknesses from your customer’s perspective?
- How well do you understand your customers’ buying habits; do you know who influences your buyers?
#2 Industry
- How well do you understand your industry; are there changes on the horizon that could affect your business; are you prepared?
#3 Competitors
- How much information do you have about your competitors?
- Have you identified your direct and indirect competition; what are their weaknesses?
#4 Markets
- How well do you understand your markets – size, cycles, trends?
- What is your segmentation strategy?
- Is the rationale for your target market selection valid?
#5 Product / Service
- What are your strengths and weaknesses when compared to your competitors?
- How effectively does your company introduce new products?
#6 Distribution Channels
- How does your product get to the end user; are there other channels you could be using to broaden your distribution network?
#7 Communications
- How well do you communicate your company and product message; are you consistent?
- How do you encourage customer feedback; how well do you respond?
#8 Branding & Positioning
- How well are you building credibility for your brand?
- Is your positioning strategy well defined?
- Do you know how your customers view your products and service?
#9 Pricing
- Do you have a good understanding of where your profits come from?
- Are you using creative pricing strategies to attract and retain business?
#10 Budget
- Is your budget realistic for achieving your marketing goals?
- Are your planned marketing expenditures aligned with your goals?
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