毕博管理咨询工具方法市场营销活动分析.docVIP

毕博-管理咨询工具方法—市场营销活动分析 This part of the audit explores the extent to which the business makes strategic marketing decisions based on the overall objective of the business 1 - 从来没有 Never 2- 偶尔 Occasionally 3 - 常常 Often 4 – 经常 Very Often 5 - 总是 Always 市场营销战略 MARKETING STRATEGY 1 2 3 4 5 企业每年都会制定年度市场营销战略计划 The business annually prepares a Strategic Marketing Plan 企业所设定的市场营销目标与企业的总体目标与战略方向相一致 The business sets marketing objectives that are aligned to the strategic direction and goals of the organisation 企业定期回顾市场营销目标并按市场条件的变化对其进行修订 The business regularly reviews its marketing objectives and modifies them in order to take into account changing market conditions 企业所有员工都了解企业的市场营销战略 Everybody in the organisation understands the marketing strategy 企业有定期评估其品牌表现的系统 The business has systems in place to regularly evaluate the peroformance of its brands 企业有较强的认知度品牌与形象 The business has strong name recognition branding and a cohesive image 在制定市场营销战略时企业的所有员工都会发表意见并参与到决策程序中去 In determining the marketing strategy people throughout the organsation are consulted and involved in the decision-making process 企业完全掌握客户的购买决策程序并将其融入到市场营销战略中去 The business fully understands the decision process that customers go through and integrates this into the marketing strategy 企业有衡量其市场营销战略有效性的体系 The business has systems in place to measure the effectiveness of the marketing strategy 企业了解并在其目标市场进行客户分割 The business understands and has defined the customer segments which it is targeting 企业根据其目标市场的特质来定身度造其市场营销战略使其更具效率 The business tailors its marketing strategy in order to specifically reach its target markets in the most effective manner 企业有定期衡量其总体市场营销战略有效性的体系 The business has a system in place to regularly measure the effectiveness of the overall marketing strategy 定价 PRICING 本部分问题涉及企业是如何为其产品与服务定价的其定价决策是如何与总体市场营销战略相配合的 This part of the audit explores the way in which the business sets prices for its products and services and the