How to use this information
To assist you in determining whether you have a consistent approach to
presenting your business to the marketplace, we have developed a marketing
questionnaire. This questionnaire provides you with a methodology for thinking
about every aspect of your business as it relates to marketing the company and
its offerings.
The questionnaire will help consolidate and focus your thoughts in arriving
at the right creative platform for your business.
It is highly recommended that at least 2–3 key people within the company
complete it. Ideally, they should come from different aspects or divisions of
the company. The participants should not discuss or compare their answers
until after the questionnaire is completed.
In addition, when you compare the answers, you may be surprised to see
that different people have a different view or opinion about the business.General information
The marketing questionnaire is really an organizational tool that is designed to
focus the thinking of an owner or manager of a business and to take them step
by step through every aspect of their business as it relates to marketing.
Sometimes a question may be asked more than once but in a different context.
There may even be questions posed that have never been asked about the
business before.
An introspective exercise
will likely answer many
questions in your mind by
simply asking the right
question.
Some questions won't
relate to your business but
likely more than 75% of
the questions will relate to
any business.
Sometimes all that is
necessary to make the
question relevant is to
substitute the appropriate
description or term.
For example:
Here are some of the substitutions you should keep in
mind when reading the questions:If The Question Refers To Interpret As
Co-op advertising Cross promotions with
clients
Sales Revenue
Brands or lines Services or intellectual
property
Product or merchandise Services or systems
Store Place of business
Window display area Foyer or waiting room
In-store display Finished projects
Having a sale Discounting services