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Quiz 10 - Competitive
Intelligence
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Take the
competitive intelligence proficiency quiz to see how well your organization
is doing in developing and executing its competitive intelligence plans,
programs and activities.
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Select your level of
agreement with the statements below made regarding marketing processes and
practices in your organization. If the statement does not apply to your
industry or business model, select "0" which is the default value
from the drop down list, so that it is not counted in your overall
score. There is a reset button at the bottom of the quiz.
It will clear all of your answers. You can also print a copy of this
quiz by clicking the print button at the bottom of the quiz.
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Scoring System
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Answer --------------- Points
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Not Applicable (NA) ----------
0
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Strongly Disagree ----------
1
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Disagree ----------
2
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Somewhat Agree ----------
3
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Agree ---------- 4
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Strongly Agree ----------
5
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1)
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We have a competitive
intelligence system.
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2)
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We maintain a database of
competitive data on our key competitors.
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3)
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We conduct regular competitive
analysis of our key competitors.
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4)
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We evaluate and track
competitors' quality and product performance.
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5)
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We evaluate and track
competitors' reputation and image.
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6)
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We evaluate and track
competitors' manufacturing capabilities.
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7)
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We evaluate and track
competitors' technological skills.
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8)
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We evaluate and track
competitors' marketing strategies, plans and activities.
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9)
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We evaluate and track
competitors' merchandising and buying practices.
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10)
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We evaluate and track
competitors' financial performance.
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11)
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We evaluate and track
competitors' distribution practices and wholesaler/dealer networks.
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12)
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We evaluate and track
competitors' customer service.
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13)
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We track and maintain
competitors' marketing calendars.
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14)
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We evaluate and track
competitors' manufacturing costs.
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15)
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The information in our
competitive intelligence database is communicated to our product marketing
team.
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16)
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The information in our
competitive intelligence database is communicated to our sales team.
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17)
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The information in our
competitive intelligence system can be accessed from any web browser.
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18)
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The information in our
competitive intelligence system can be accessed from mobile devices.
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19)
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We evaluate and track our
competitors' strategic directions.
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20)
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We evaluate and track our
competitors' overall go-to-market strategies.
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21)
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We evaluate and track our
competitors' core competencies.
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22)
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We evaluate and track
competitors' anticipated directions and initiatives.
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23)
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We track our competitors'
solution, product, offering strategies.
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24)
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We track our competitors' terms
(pricing, warranties, etc..) strategies.
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25)
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We track our competitors'
strengths and weaknesses.
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26)
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We assess and maintain
information on our strengths and weaknesses vis-à-vis our competitors.
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27)
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We track our competitors'
industry and public announcements and announcement cycles.
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28)
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We keep track of our
competitors' recent successes and failures.
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29)
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We keep track of our
competitors' recent sales wins and losses.
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30)
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We develop and maintain a list
of key sell against strategies for each competitor in our competitive
intelligence system.
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31)
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We develop and maintain a list
of key differentiation points for each competitor in our competitive
intelligence system.
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32)
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Our sales organization has
access to our competitive intelligence system and can update competitor
information.
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33)
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We maintain information on
competitors' joint ventures and
strategic alliances in our competitive intelligence system.
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34)
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We maintain information on our
competitors' major business partner relationships.
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35)
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We maintain information on
environmental trends such as industry trends, legal and regulatory trends,
international trends, technology developments, political developments and
economic conditions in our competitive intelligence system.
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36)
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We identify and track our
competitors' target markets and sub segments.
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37)
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Our sales team uses the
information in our competitive intelligence system with prospects to engage
in competitive sales.
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38)
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Our sales team has access to
information in our competitive intelligence system to effectively answer the question,
"Why should I buy from you and not your competitor?"
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39)
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Our sales team uses our
competitive intelligence system to develop and use competitive selling
techniques.
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40)
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Our competitive intelligence
system provides employees with sufficient information so they can become
informal promoters of why our products or services are better than our
competitors.
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41)
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We evaluate and track our
competitors' advertising and promotional activities and programs.
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42)
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We use the information we
collect in our competitive intelligence system to modify our MarCom
strategies, activities and messages.
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43)
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We evaluate and track our
competitors' public relations (corporate communications) strategies and
activities.
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44)
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Our competitive intelligence
system provides our sales team with the information to know when not to waste
time and money going after business that they aren't likely to win.
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45)
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We keep track of our
competitors' new product and service introductions.
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46)
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We keep track of our
competitors' key suppliers products, services and support.
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47)
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We keep track of suppliers
working with competitors and under what arrangements and use this information
to strengthen our negotiating position and overall strategic management of
key supplier relationships.
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48)
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The data we maintain on our
competitors product development and marketing is updated on a real-time basis
as the data becomes available.
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49)
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The data in our competitive
intelligence system can be accessed by company personnel from any system with
a web browser.
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50)
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We maintain a database of sample
of competitors' marketing collateral and materials.
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51)
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The database of competitors'
marketing collateral and materials that we maintain is updated monthly.
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52)
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We maintain decoys on
competitors' mailing list so we receive real-time versions of all marketing
materials including email messages.
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53)
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We "secret shop" our
competitors on a regular basis.
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54)
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We allocate budget dollars for
the purchasing of samples of competitors' products (services).
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55)
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We subscribe to services such as
Hoovers (D&B) that provide us with financial and other data on our
competitors.
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56)
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The data we maintain on our
competitors product development and marketing is updated on a real-time basis
as the data becomes available.
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a
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Total Points Scored
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Total Possible Points
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Percentage Score
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a
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Grade
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© 2016 DWS Associates.
All Rights Reserved.
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