市場(chǎng)調(diào)查問卷樣本(英文版)

1、更多資料僅在秀文網(wǎng)()專業(yè)的學(xué)習(xí)資料文檔分享交易平臺(tái)Marketing strategy questionnaireDate:Prepared by:jJ 、 a thoroughPurposeUse this template to capture the key information that you need to develop marketing strategy. Then use the information that you collect, along with other y development tools, to build your key marketing

2、strategy.This template is divided into the following question sections:1.2.3.4.5.6.7.8.Background MarketTarget AudienceCompetitionOfferingMessagesSales and Buying Process Pricing235791113151. BackgroundA. What business are we in? (What needs does our business meet in the marketplace?) (2 3 sentences

3、)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:V Number of customers Revenue Profit/、 Market shareD. What compelled us to start this business?A.How can

4、the market be segmented into logical customer groupings? tC.2. MarketWhat is the market opportunity? What is the market size? Be sure to look at market size with respect to geography and to industry.B.What are the key industry trends that are fueling our success? What industry trends can inhibit our

5、 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.33. Target AudienceA.What market segments are we targeting (list segm

6、ent 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 awake at night, including both fears and opportunities)? List multiple audiences in order of priority.C.

7、 What is our customer 廠 s primary reason for buying or wanting to useXD. Why would someone prefer our offering versus that offered by the competition? (You might want to answer the section on competition and then come back to this question.)E. Are there any issues or concerns that the target audienc

8、e mighthave regarding this type of product or service?34. CompetitionA. What categories of competition threaten our success? Label eachcategory, and identify its key characteristics. Prioritize the categories fromgreatest to least threatening.B. Which companies pose the greatest threat, and how do t

9、heydifferentiate themselves? What strategic or tactical elements do they use that£ threaten our success? List the strengths and weaknesses for each of theseelements.C. Which competitors have the largest market share within our targetImarket segments? Which competitors have the greatest visibili

10、ty with ourtarget audience?D. How will we differentiate ourselves to best combat competition?E. What barriers to entry into the marketplace are we creating forourselves?5. OfferingA. What need is our offering designed to fill? Identify the need for eachtarget audience.B. What features and associated

11、 benefits does our offering provide?Identify features and associated benefits for each target audience.thisC. How do we deliver the features identified in item B? Be specificD. Of these features, which ones differentiate us from the competition?E. What improvements can we make to our offering to bet

12、ter meetcustomer needs?F. What new offerings would our customers most like us to develop?6. MessagesA. What does each of our identified target audiences know and believeabout us today?B. What is the single most important message that we mustcommunicate to ALL of our target audiences?X "D.List t

13、he single most important message that we must communicatejV ILto EACH target audience. (This might or might not be the same answer as initem A.)E. What evidence can be used to support the claims for each messagelisted in item D?F. What happy clients do we have today that we can reference in ourcommu

14、nications? What did they buy from us, and why are they happy?G. What kind of personality do we want to portray in ourcommunications? What tone? What flavor?H. What is the net impression about our company or offering that we Jwant clients and partners to take away after each interaction with our comp

15、any?7. Sales and Buying ProcessA. What is the process for selling our services or products (list the key milestones in the process)? Do we use any of the following processes? Direct personal sale Direct online sale Indirect through channelsV)B. Who is involved, both from our company and from our sal

16、es channelpartners, in each step of the sales process?C. How does our target audience buy our type of offering? Is the purchase an impulse buy or a planned purchase?D.What purchase process steps do the members of our target audience follow? Does this process vary based on the vendor that they select

17、? If the process does vary, explain how and/or why?E. What buying criteria does our target audience use to select an offering?F. What criteria does our target audience use when selecting a vendor or a manufacturer?8. PricingA. How important is price in the decision process? (See the Sales and Buying

18、 Process section II above)B. What is our current pricing structure, including discounts, product options,C. Which of our competitors is considered the price leader? What does the price leader charge for its offering? How does the price leader determine its price?D. What are our other competitors charging for their offerings?E. What can be done to reduce costs without affecting quality?I. Are competitive price changes anticipated in the near future?J. What industry trends are going to drive prices down? What industry trends are goi