市场调查问卷样本(英文版)教程文件

1、精品文档Date:MarketingstrategyquestionnairePreparedby:PurposeUsethistemplatetocapturethekeyinformationthatyouneedtodevelopathoroughmarketingstrategy.Thenusetheinformationthatyoucollect,alongwithotherdevelopmenttools,tobuildyourkeymarketingstrategy.Thistemplateisdividedintothefollowingquestionsections:1

2、Background22 M.arke33 TargetAudience54 Competition5 O.ffering96 Messages117 SalesandBuyingProcess138 Pricing15精品文档1. BackgroundA. Whatbusinessarewein?(Whatneedsdoesourbusinessmeetinthemarketplace?)(2sentences)B. Whatservicesand/orproductsdoweprovide?(1paragraph)C. Whatareourbusinessobjectivesoverthe

3、nexttwoyears?Beasspecificaspossible,andmakesuretoaddressthefollowinggoals:?Numberofcustomers?Revenue?Profit?MarketshareD.Whatcompelledustostartthisbusiness?2. MarketA. Whatisthemarketopportunity?Whatisthemarketsize?Besuretolookatmarketsizewithrespecttogeographyandtoindustry.C.B. Howcanthemarketbeseg

4、mentedintologicalcustomergroupings?Whatarethekeyindustrytrendsthatarefuelingoursuccess?Whatindustrytrendscaninhibitoursuccess?D. Whatistheeconomicclimatenowandinthenextcoupleofyears?Howwilltheeconomicclimateaffectourbusiness?E. Isourbusinessormarketaffectedbybusinesscyclesorseasons?Ifso,describehowi

5、tisaffected.A.3. TargetAudienceWhatmarketsegmentsarewetargeting(listsegmentnameandcharacteristics)?Whatsegmentsarewenottargeting?B. Whatkindofaudiencearewetargeting?Whatareitsmembersdemographicsandpsychographics(forexample,whatkeepsthemawakeatnight,includingbothfearsandopportunities)?Listmultipleaud

6、iencesinorderofpriority.C. Whatisourcustomerprimaryreasonforbuyingorwantingtouseourproductorservice?D. Whywouldsomeonepreferourofferingversusthatofferedbythecompetition?(Youmightwanttoanswerthesectiononcompetitionandthencomebacktothisquestion.)E. Arethereanyissuesorconcernsthatthetargetaudiencemight

7、haveregardingthistypeofproductorservice?4. CompetitionA. Whatcategoriesofcompetitionthreatenoursuccess?Labeleachcategory,andidentifyitskeycharacteristics.Prioritizethecategoriesfromgreatesttoleastthreatening.B. Whichcompaniesposethegreatestthreat,andhowdotheydifferentiatethemselves?Whatstrategicorta

8、cticalelementsdotheyusethatthreatenoursuccess?Listthestrengthsandweaknessesforeachoftheseelements.C. Whichcompetitorshavethelargestmarketsharewithinourtargetmarketsegments?Whichcompetitorshavethegreatestvisibilitywithourtargetaudience?D. Howwillwedifferentiateourselvestobestcombatcompetition?E. What

9、barrierstoentryintothemarketplacearewecreatingforourselves?5.OfferingA. Whatneedisourofferingdesignedtofill?Identifytheneedforeachtargetaudience.B. Whatfeaturesandassociatedbenefitsdoesourofferingprovide?Identifyfeaturesandassociatedbenefitsforeachtargetaudience.C. Howdowedeliverthefeaturesidentifie

10、dinitemB?Bespecific-thisistheproofthatwecandowhatwesay.D. Ofthesefeatures,whichonesdifferentiateusfromthecompetition?E. Whatimprovementscanwemaketoourofferingtobettermeetcustomerneeds?F. Whatnewofferingswouldourcustomersmostlikeustodevelop?6. MessagesA. Whatdoeseachofouridentifiedtargetaudiencesknow

11、andbelieveaboutustoday?B. WhatisthesinglemostimportantmessagethatwemustcommunicatetoALLofourtargetaudiences?C. Whatevidencecanbeusedtosupporttheclaimthatwemakeinoursinglemostimportantmessage?D. ListthesinglemostimportantmessagethatwemustcommunicatetoEACHtargetaudience.(Thismightormightnotbethesamean

12、swerasinitemA.)E. WhatevidencecanbeusedtosupporttheclaimsforeachmessagelistedinitemD?F. Whathappyclientsdowehavetodaythatwecanreferenceinourcommunications?Whatdidtheybuyfromus,andwhyaretheyhappy?G. Whatkindofpersonalitydowewanttoportrayinourcommunications?Whattone?Whatflavor?H. Whatisthenetimpressio

13、naboutourcompanyorofferingthatwewantclientsandpartnerstotakeawayaftereachinteractionwithourcompany?7. SalesandBuyingProcessA. Whatistheprocessforsellingourservicesorproducts(listthekeymilestonesintheprocess)?Doweuseanyofthefollowingprocesses?Directpersonalsale?Directonlinesale?Indirectthroughchannel

14、sB.Whoisinvolved,bothfromourcompanyandfromoursaleschannelpartners,ineachstepofthesalesprocess?C. Howdoesourtargetaudiencebuyourtypeofoffering?Isthepurchaseanimpulsebuyoraplannedpurchase?D. Whatpurchaseprocessstepsdothemembersofourtargetaudiencefollow?Doesthisprocessvarybasedonthevendorthattheyselect

15、?Iftheprocessdoesvary,explainhowand/orwhy?E. Whatbuyingcriteriadoesourtargetaudienceusetoselectanoffering?F. Whatcriteriadoesourtargetaudienceusewhenselectingavendororamanufacturer?8. PricingA. Howimportantispriceinthedecisionprocess?(SeetheSalesandBuyingProcesssectionabove.)B. Whatisourcurrentprici

16、ngstructure,includingdiscounts,productoptions,rebates,andsoon?Doourcustomersunderstandit?C. Whichofourcompetitorsisconsideredthepriceleader?Whatdoesthepriceleaderchargeforitsoffering?Howdoesthepriceleaderdetermineitsprice?D. Whatareourothercompetitorschargingfortheirofferings?E.Whatcanbedonetoreducecostswithoutaffectingquality?F. Whattradeoffsofpriceorvalue,orofbothpriceandvalue,docustomersmake?G. Whatistheperceivedvalueofourofferingascompa