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1、更多资料仅在秀文网( )专业的学习资料文档分享交易平台Marketing strategy questionnairePrepared by:Date:PurposeUse this template to capture the key information that you need to develop a thorough marketing strategy. Then use the information that you collect, along with other development tools, to build your key marketing strat
2、egy.This template is divided into the following question sections:1.Background 22.Market 33.Target Audience 34.Competition 35.Offering 36. .Messages 37. .Sales and Buying Process 38.Pricing 3更多资料仅在秀文网( )专业的学习资料文档分享交易平台1. BackgroundA. What business are we in? (What needs does our business meet in the
3、 marketplace?)(23 sentences)B. What services and/or products do we provide?(1 paragraph)C. What are our business objectives over the next two years? Be as specific as possible, and make sure to address the following goals: Number of customers Revenue Profit Market shareD. What compelled us to start
4、this business?更多资料仅在秀文网( )专业的学习资料文档分享交易平台2. MarketA. What is the market opportunity? What is the market size? Be sure to look at market size with respect to geography and to industry.B. How can the market be segmented into logical customer groupings?C. What are the key industry trends that are fueli
5、ng our success? What industry trends can inhibit our success?D. What is the economic climate now and in the next couple of years? How will the economic climate affect our business?E. Is our business or market affected by business cycles or seasons? If so, describe how it is affected.更多资料仅在秀文网( )专业的学
6、习资料文档分享交易平台更多资料仅在秀文网( )专业的学习资料文档分享交易平台3. Target AudienceA. What market segments are we targeting (list segment name and characteristics)? What segments are we not targeting?B. What kind of audience are we targeting? What are its members demographics and psychographics (for example, what keeps them a
7、wake at night, including both fears and opportunities)? List multiple audiences in order of priority.C. What is our customers primary reason for buying or wanting to use our product or service?D. Why would someone prefer our offering versus that offered by the competition? (You might want to answer
8、the section on competition and then come back to this question.)E. Are there any issues or concerns that the target audience might 更多资料仅在秀文网( )专业的学习资料文档分享交易平台have regarding this type of product or service?更多资料仅在秀文网( )专业的学习资料文档分享交易平台4. CompetitionA. What categories of competition threaten our success
9、? Label each category, and identify its key characteristics. Prioritize the categories from greatest to least threatening.B. Which companies pose the greatest threat, and how do they differentiate themselves? What strategic or tactical elements do they use that threaten our success? List the strengt
10、hs and weaknesses for each of these elements.C. Which competitors have the largest market share within our target market segments? Which competitors have the greatest visibility with our target audience?D. How will we differentiate ourselves to best combat competition?更多资料仅在秀文网( )专业的学习资料文档分享交易平台E. W
11、hat barriers to entry into the marketplace are we creating for ourselves?更多资料仅在秀文网( )专业的学习资料文档分享交易平台5. OfferingA. What need is our offering designed to fill? Identify the need for each target audience.B. What features and associated benefits does our offering provide? Identify features and associate
12、d benefits for each target audience.C. How do we deliver the features identified in item B? Be specificthis is the proof that we can do what we say.D. Of these features, which ones differentiate us from the competition?E. What improvements can we make to our offering to better meet customer needs?更多资料仅在秀文网( )专业的学习资料文档分享交易平台F. What new offerings would our customers most like us to develop?更多资料仅在秀文网( )专业的学习资料文档分享交易平台6. MessagesA. What does each of our identified target audiences know and believe about us today?B. What is the single most important message that we must communicat
