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  1. Surveys
  2. 2011
  3. December
  4. E
  5. Entrepreneurial marketing 2
0%
Exit Survey »
 
 
Guerilla marketing
Do you use low cost effective communications, cooperative efforts and networking, leveraging resources using energy and imagination to market your products?

 
Yes
 
No
 
 
If yes, please indicate through which means (Select all that apply):
 
small newspaper advertisements
 
classified advertising
 
Yellow Pages advertising
 
midair media
 
business cards
 
low-cost brochures
 
posters
 
newsletters
 
circulars
 
gift certificates
 
trade shows
 
telephone selling
 
Other
 

 
 
Small business orientation


Strongly Disagree Disagree Undecided Agree Strongly Agree
I established this business because it better fit my personal life than working for someone else
I consider this business to be an extension of my personality
My goals for this business are interwoven (interconnected) with my family's needs
I love my business
 
 
Market orientation: Intelligence generation
Strongly Disagree Disagree Undecided Agree Strongly Agree
In this business unit, we meet with customers at least once a year to find out what products or services they will need in the future
Individuals from our manufacturing department interact directly with customers to learn how to serve them better
In this business unit, we do a lot of in-house market research
We are slow to detect changes in our customers' product preferences(R)
We poll end users at least once a year to assess the quality of our products and services
We often talk with or survey those who can influence our end users' purchasers (e.g. retailers, distributors...)
We collect industry information through informal means (e.g. lunch with industry friends, talks with trade partners)
In our business unit, intelligence on our competitors is generated independently by several departments
We are slow to detect fundamental shifts in our industry (e.g. competition, technology, regulation)(R)
We periodically review the likely effect of changes in our business environment (e.g. regulation) on customers
 
 
Market orientation: Intelligence dissemination
Strongly Disagree Disagree Undecided Agree Strongly Agree
We have interdepartmental meetings at least once a quarter to discuss market trends and developments
Marketing personnel in our business unit spend time discussing customers' future needs with other functional departments
Our business units periodically circulates documents (e.g. reports, newsletters) that provide information on our customers
When something important happens to a major customer or market, the whole business unit knows about it in a short period
Data on customer satisfaction are disseminated at all levels in this business unit on a regular basis
There is minimal communication between marketing and manufacturing departments concerning market developments (R)
When one department finds out something important about competitors, it is slow to alert other departments (R)
 
 
Market orientation: Response design
Strongly Disagree Disagree Undecided Agree Strongly Agree
It takes forever to decide how to respond to our competitors' price changes (R)
Principles of market segmentation drive new product development efforts in this business unit
For one reason or another we tend to ignore changes in our customer's product or service needs (R)
We periodically review our product development efforts to ensure that they are in line with what customers want
Our business plans are driven more by technological advances than by market research (R)
Several departments get together periodically to plan a response to changes taking place in our business environment
The product lines we sell depend more on internal politics than real market needs (R)
 
 
Market orientation: Response implementation
Strongly Disagree Disagree Undecided Agree Strongly Agree
If a major competitor were to launch an intensive campaign targeted at our customers, we would implement a response immediately
The activities of the different departments in this business unit are well coordinated
Customer complaints fall on deaf ears in this business unit (reverse score)
Even if we came up with a great marketing plan, we probability would not be able to implement it in a timely fashion (R)
We are quick to respond to significant changes in our competitors' pricing structure
When we find out that customers are unhappy with the quality of our service, we take corrective action immediately
When we find that customers would like us to modify a product or service, the departments involved make concerted efforts to do so.
 
 
Market orientation: Customer orientation
Not at all To a very slight extent To a small extent To a moderate extent To a considerable extent To a great extent To an extreme extent
Customer commitment: We constantly monitor our level of commitment an orientation to serving customer needs
Create customer value: Our business strategies are driven by our beliefs about how we can create greater value for our customers
Understand customer needs: Our strategy for competitive advantage is based on our understanding of customers needs
Customer satisfaction objectives: Our business objectives are driven primarily by customer satisfaction
Measure customer satisfaction: We measure customer satisfaction systematically and frequently
After-sales service: We give close attention to after-sales service
 
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