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Marketing Management - Planning |
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| | Total Questions | 89 |
| | Answered Applicable Questions | |
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| | Possible Total Score | |
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| | Factor | Score Rating |
1) | | Our executives, managers, and personnel see planning as a tool that is critical to the success of our organization's achieving its financial and other goals. | |
2) | | The company's business mission is clearly stated in marketing oriented terms and is feasible. | |
3) | | The company and marketing objectives and goals are clearly stated enough to guide marketing planning and performance measurement. | |
4) | | Management has articulated a clear marketing strategy for achieving its marketing objectives that is appropriate to the stage of the product life cycle, competitor's strategies, and the state of the economy. | |
5) | | The company's has a market segment strategy for identifying, rating, and choosing the best market segments to target. | |
6) | | The company had developed an effective positioning strategy and marketing mix for each market segment that it is targeting. | |
7) | | Marketing resources are allocated optimally to the major elements of the marketing mix. | |
8) | | Adequate resources are budgeted to accomplish the company's marketing objectives. | |
9) | | We have a formal, 12-month marketing plan that supports our overall business strategies and objectives. | |
10) | | We have a multi-year marketing plan. | |
11) | | Our marketing plan contains sections on: situation analysis; marketing objectives and goals; marketing strategies; tactics; programs; controls; and budget and forecast. | |
12) | | We conduct a S.W.O.T analysis as part of our planning process. | |
13) | | Partners are included in our marketing planning process. | |
14) | | Customers are included in our marketing planning process. | |
15) | | We have a proactive procedure for developing new markets and finding new customers. | |
16) | | Our planning format is standardized and computer-based so that all levels of management can access the plans. | |
17) | | Our global marketing strategies, plans and programs are localized and specific by culture and/or country. | |
18) | | We use marketing scorecards to judge our marketing performance. | |
19) | | We know what marketing activities provide the greatest return on our investment. | |
20) | | We measure our relative product and service quality to determine whether our pricing is higher, the same, or lower than our relative quality advantage will support. | |
21) | | We see a tremendous value in conducting an annual marketing audit regardless of how our business is doing. | |
22) | | Our marketing vice-president (director, manager) has the authority and responsibility for all company activities that affect customer satisfaction. | |
23) | | All of our marketing activities are optimally structured along functional, product, segment, end-user, and geographic lines. | |
24) | | All marketing functions have good communications and working relationships with other departments, including: corporate management, sales, customer service, R&D, purchasing, finance, accounting and legal. | |
25) | | All of our marketing personnel are well trained and motivated. | |
26) | | We have quarterly (or more frequent) meetings with representation from marketing, sales, customer service and other key departments in order to review marketing results from the previous quarter and to adjust strategies and tactics for upcoming activities. | |
27) | | We have a brand management system that works effectively. | |
28) | | Our brand managers pay attention to long-term strategy. | |
29) | | We have a sufficient number of market segment managers and area managers to respond to differences that exist in markets. | |
30) | | We have a formal competitive intelligence system which we use to closely monitor our top competitors for marketing efforts, products and other key areas. This information is updated at least once per year. | |
31) | | We have identified our top three (at a minimum) competitors, track and monitor their strategies, promotional efforts, products, pricing, distribution, quality, service, and support on a semi annual or more frequent basis. | |
32) | | We have a formal process for notifying our company's staff when a competitor changes their business operations/practices. | |
33) | | We have ongoing research programs that compare our programs and services with the needs of our target audience, both prospective and active customers. | |
34) | | We constantly monitor market trends and adjust our strategies and tactics accordingly | |
35) | | We use research to identify opportunities in the market and use that information to drive our lead generation and management and customer retention strategies. | |
36) | | We perform regular, ongoing research on critical marco environmental actors (economic, governmental/political, societal/cultural, environmental, and technological). | |
37) | | We know what demographic developments and trends pose opportunities or threats to our business and have adapted our business / marketing strategies and plans accordingly. | |
38) | | We know what major developments in income, prices, savings, and credit our business and have taken actions to respond to these developments and trends. | |
39) | | We constantly monitor the cost and availability of resources and energy needed by the business. | |
40) | | We have taken actions to address the business's role in pollution and conservation. | |
41) | | We constantly monitor the public's attitude toward business and the organization's products and services, as well as changes in customer lifestyles and values that might affect the organization. | |
42) | | We have identified our profitable customers and use this information to guide our lead generation efforts. | |
43) | | We have identified the typical steps taken by a customer in their decision process and use this knowledge to focus our lead generation and management efforts. | |
44) | | We use input from prospective and active customers in our new product / service development efforts. | |
45) | | We have established specific performance objectives for lead generation and management and customer retention so that we can determine effectiveness of our efforts. | |
46) | | Our company is actively pursuing significant opportunities for reducing our overall marketing costs. | |
47) | | We have a formal process for establishing financial forecasts and budgets that involves all departments within the organization (Administration, Manufacturing, Sales and Marketing, Distribution, Other). | |
48) | | We know how much revenue and profit we lose each year to customer defections. | |
49) | | We know what it costs to acquire a new inquiry / lead. | |
50) | | We know what it costs to acquire a new customer. | |
51) | | We know how many sales it takes for a new customer to become a profitable customer. | |
52) | | We have a documented pricing strategy. | |
53) | | We regularly review profit contribution by product and/or service. | |
54) | | We have a multi-year financial forecast. | |
55) | | We evaluate market trends and adjust our forecasts accordingly. | |
56) | | We hold regularly scheduled meetings throughout the year to review progress towards our goals and to discuss the need to adjust our plans in order to be more efficient and effective. | |
57) | | We use marketing scorecards to judge our company's performance. | |
58) | | Our marketing scorecards (metrics) include market growth in units. | |
59) | | Our marketing scorecards (metrics) include sales growth. | |
60) | | Our marketing scorecards (metrics) include customer orders (actual, and gain or loss). | |
61) | | Our marketing scorecards (metrics) include market share (actual, and gain or loss). | |
62) | | Our marketing scorecards (metrics) include customer retention rates (actual, gain or loss). | |
63) | | Our marketing scorecards (metrics) include numbers of new customers. | |
64) | | Our marketing scorecards (metrics) include numbers of dissatisfied customers. | |
65) | | Our marketing scorecards (metrics) include number of lost customers. | |
66) | | Our marketing scorecards (metrics) include a product quality measurement relative to that of our competitors. | |
67) | | Our marketing scorecards (metrics) include a measurement of our service quality relative to that of our competitors. | |
68) | | Our marketing scorecards (metrics) include a measurement of new product sales relative to those of our competitors. | |
69) | | Our marketing scorecards (metrics) include customer returns and adjustments. | |
70) | | We perform the following types of analysis on our marketing activities: Cost per Response / Inquiry / Lead / Click / Order (CPR, CPI, CPL, CPC, CPO) Analysis. | |
71) | | We perform the following types of analysis on our marketing activities: Campaign, Customer Order, Product Breakeven Analysis. | |
72) | | We perform the following types of analysis on our marketing activities: Response, Inquiry, Lead Conversion Analysis. | |
73) | | We perform the following types of analysis on our marketing activities: Response, Order Lag Pattern / Completion Curve Analysis. | |
74) | | We perform the following types of analysis on our marketing activities: CLV / LTV (customer .lifetime value) Analysis | |
75) | | We perform the following types of analysis on our marketing activities: ROI / ROAI (return on advertising investment) Analysis. | |
76) | | We perform the following types of analysis on our marketing activities: Marketing Income Calculations. | |
77) | | Our company tracks the satisfaction levels of major stakeholder groups (i.e., employees, suppliers, distributors, dealers, the community, .etc.) | |
78) | | We use analytics software to analyze key process metrics. | |
79) | | We have a marketing database. | |
80) | | We use this marketing database to store and measure the results of all of our marketing programs and activities results. | |
81) | | We use this marketing database to store and measure all of our customer purchase data. | |
82) | | We use this marketing database to continue ongoing communications with our customers, prospects and suppliers. | |
83) | | We track the number of lead generated from promotional programs by effort. | |
84) | | We track the quality of leads and conversion information. | |
85) | | We measure and track average transaction value of all sales. | |
86) | | We are able to track sales by acquisition type. | |
87) | | We track all leads generated from all marketing activities. | |
88) | | We evaluate leads based on their propensity to turn into a closed transaction. | |
89) | | We measure the payback from all of our promotional efforts including advertising, direct marketing, sales promotion, and public relations. | |