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Section D- About Marketing Practice in Your Organization
This section has a number of questions about how marketing is practiced in your organization.
For each question, please read all parts. Then please answer all parts of each question by circling the number on each scale that best describes you position in your organization.
Remember, there is no right or wrong answer to this questionnaire.
IMPORTANT: Please answer the questions in the context of how you deal with the Primary customers served by your organization.
 
 
 
Our marketing activities are intended to:
 
attract new customers
 
retain existing customers
 
develop cooperative relationships with our customers
 
coordinate activities between ourselves,customers, and other parties in our wider marketing system (e.g., key suppliers,service providers and other organizations with which we interact through our marketing activities)
 
 
 
Our marketing planning is focused on issues related to:
 
our product/service offering
 
customers in our market(s)
 
specific customers in our market(s),or individuals in organizations we deal with
 
the network of relationships between individuals and organizations in our wider marketing system
 
 
 
 
When dealing with our market(s), our focus is on:
 
generating a profit or other “financial” measure(s) of performance
 
acquiring customer information
 
building a long-term relationships with a specific customer(s)
 
forming strong relationships with a number of organizations in our market(s) or wider marketing system
 
 
 
Our organization’s contact with our primary customers is:
 
impersonal (e.g., no individuals or personal contact)
 
somewhat personalized (e.g., by direct mail)
 
interpersonal (e.g., involving one-to-one interaction between people)
 
 
 
When a client buys our services we believe they expect
 
no future personalized contact with us
 
some future personalized contact with us
 
one-to-one personal contact with us
 
ongoing one-to-one personal contact with people in our organization and our wider marketing system
 
 
 
Our marketing resources (i.e., people time and money) are invested in:
 
product, promotion, price, and distribution activities (or some combination of these)
 
technology to improve communication with our customers
 
establishing and building personal relationships with individual customers
 
developing our organization’s network relationships within our market(s) or wider marketing system
 
 
 
In our organization, marketing activities are carried out by:
 
functional/specialists marketers (e.g., marketing manager, sales manager, major account manager)
 
non-marketers who have responsibility for marketing and other aspects of the business
 
the Managing Director or CEO
 
 
 
Our market communication involves:
 
our organization communicating to the mass market
 
our organization targeting a specifically identified segment (s) or customer(s)
 
individuals at various levels in our organization personally interacting with their individual customers
 
senior managers networking with other managers from a variety of organizations in our market(s) or wider marketing system
 
 
 
When people from our organization meet with our primary customers, it is:
 
mainly at a formal, business level
 
mainly at an informal, social level
 
at both a formal, business and informal social level
 
 
 
Overall, our organization’s general approach to our primary customers involves:
 
managing the marketing mix to attract and satisfy customers in a broad market
 
using technology-based tools to target and retain customers in a specific segment of the market
 
developing personal interactions between employees and individual customers
 
positioning the firm in a wider organizational system/network