Marketing Audit 2009

18 pages

English

Marketing Audit 2009

Entau - Troy Miller

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18 pages

English

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Tout savoir sur nos offres

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MARKETING AUDIT QUESTIONNAIRE This questionnaire is confidential and will be handled with the strictest of confidentiality. ABOUT THE BUSINESS Date: What is the business name? What is the business mission or vision? What is the primary nature of the business? What are the core products/services? What is unique about the products/services (unique selling proposition)? What is your position in the market? From which geographical region do your customers live? What are the markets or segments you operate in? This questionnaire is confidential and will be handled with the strictest of confidentiality 2 How long has the business existed, and are you a retailer, distributor, wholesaler or manufacturer? How many locations do you have and where are they? What stage in the product/service lifecycle is the business? Introduction Acceptation Maturity Decline At what operational capacity is the business operating? % What is the highest level the business has operated? % When was this achieved or during which ...

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Publié par	Entau
Nombre de lectures	118
Langue	English

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MARKETING AUDIT QUESTIONNAIRE

This questionnaire is confidential and will be handled with the strictest of confidentiality.

Date:

ABOUT THE BUSINESSWhat is the business name? What is the business mission or vision? What is the primary nature of the business? What are the core products/services? What is unique about the products/services (unique selling proposition)? What is your position in the market? From which geographical region do your customers live? What are the markets or segments you operate in?

This questionnaire is confidential and will be handled with the strictest of confidentiality

2

How long has the business existed, and are you a retailer, distributor, wholesaler or manufacturer? How many locations do you have and where are they? What stage in the product/service lifecycle is the business? Introduction Acceptation Maturity Decline At what operational capacity is the business operating?%What is the highest level the business has operated?% When was this achieved or during which monthly cycles does this occur? What do you feel influences the business to perform well? How often do you introduce new products/services? What are they and what drives your new product/service decisions?

This questionnaire is confidential and will be handled with the strictest of confidentiality

3

Do you have any other sales or distribution channels? If yes, what are they? Who is the primary target market (core customers)? Who is the secondary target market (occasional customers)? What do you feel influences the customer’s purchase decision? Why do customers choose your products/services over your competitors? Do you consider the business to be innovative, contemporary or traditional?

This questionnaire is confidential and will be handled with the strictest of confidentiality

4

BUSINESS ANALYSIS (SWOT)What are the business (internal) Strengths: What are the business (internal) Weaknesses: What are the business (external) Opportunities: What are the business (external) Threats:

This questionnaire is confidential and will be handled with the strictest of confidentiality

5

CORPORATE IDENTITYLogoHow new is your corporate logo and identity? How relevant is your logo and identity to your corporate mission/vision? How relevant or aligned is your corporate logo and identity to your marketing position? What are the main corporate colours and how relevant are they to your marketing position orproduct/service segmentation? Do you have a parent group logo with umbrella sub-brands? Do you have any sub-brands or icons that represent your product/service segmentation? Is your logo/ID unique? Yes No Unsure Is your logo/ID well known and recognisable? Yes No Unsure Is your logo heritage strong & never to be changed? Yes No Unsure Do the colours have any impact to be noticed? Yes No Unsure Does your logo/ID represent your product/service? Yes No Unsure Does your logo/ID represent the vision or mission? Yes No Unsure Does your logo/ID work well in your marketing? Yes No Unsure Does your logo/ID work well in your advertising? Yes No Unsure

This questionnaire is confidential and will be handled with the strictest of confidentiality

6

No No No No No No No

Unsure Unsure Unsure Unsure Unsure Unsure Unsure

Corporate ImageDo you have a modern corporate identity? Yes Do you have a strategic image or collection ofimages that represent who you are? Yes Do you have a corporate advertising style? Yes Does your image reflect your market position? Yes Does your image reflect your abilities & integrity? Yes Is your image consistent across your marketingstationery, brochures, website, ads & signage? Yes Do you enforce and control this image? Yes STAFFHow many staff does this business employ?How would you describe internal culture in the business? Does the business turn staff over frequently or encourage long-term loyalty? Does the business have staff performance incentives or career development planning? Does staff performance and morale influence sales or productivity?

This questionnaire is confidential and will be handled with the strictest of confidentiality

7

SALES What is the approximate sales turnover per annum? $What is the price range of your products? $What is the average price per sale? $How much would the average customer spend in a year? $What is your sales target over the next 12 months? $What % increase does this represent from current sales? %Are there seasonal or calendar influences in sales? If so, what are they? When are your sales peaks and troughs?Peaks:Troughs:What percentage of sales is due to:Repeat Business:Referral/Networks:Direct Selling:Direct Marketing:Traditional Advertising:Online Advertising:Website:Trade Marketing:Bonuses/Incentives:Sales Promotions:

% % % % % % % % % %

To $

This questionnaire is confidential and will be handled with the strictest of confidentiality

8

MARKETING

What marketing activities have been undertaken and how did they rate?

This questionnaire is confidential and will be handled with the strictest of confidentiality

9

This questionnaire is confidential and will be handled with the strictest of confidentiality

10

What is your approximate marketing budget per annum? $Is this at least 3-4% of your annual turnover?What is the approximate budget percentage breakdown: Corporate Marketing Materials: % Word-of-Mouth Referrals/Networks: % Website and Online Advertising: % Directory Advertising: % Direct Selling: % Advertising TV/Radio/Paper/Mag: % Sponsorships/Endorsements: % VIP Loyalty Marketing Programs: % Sales Promotions/Competitions: % Tradeshows/Event marketing: % Industry/Trade advertising/promotions: % Retail Coupons/Vouchers: % Product Giveaways/Sampling: % Retailer/Distributor/Wholesaler Bonuses: % This questionnaire is confidential and will be handled with the strictest of confidentiality11

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