Sales & Marketing Management

2. Marketing Questionnaire

Introduction

A marketing manager is responsible for presenting the business to the
marketplace. It is very important that a business be consistent in the way it
presents itself in the marketplace.

Being consistent means making sure that everything the
company does to market its products or services is:

This consistent approach is sometimes referred to as the creative platform of
the company.

The marketing approach of many companies, new or well established often
lacks consistency and, therefore, is not as cost effective as it could be.

For example, business cards, signs, newspaper Ads, or web pages may all

look a little different because they don't flow from a well-thought-out

creative platform.

To discover what the creative platform of your company should be requires a
detailed internal analysis of the company. This can be a complex process and
the analysis should cover:

The viewpoint and attitudes of key people in the company towards these points
is very important and they can be quite different. To be successful, key people
in the company have to agree on the basic goals of the company and its
presentation to the marketplace.

The result of well-thought-out analysis of the business

Part of an integrated plan

Conveyed as a message about the company

Created as an impression of the company and its offerings

How the company relates to the marketplace now

How the company needs to relate to the marketplace in the future