Your-Marketing-ToolkitSM
The Marketing “War-Room”
Effective
business planning requires a Pervasive Marketplace Awareness based on reliable
data. To obtain this marketplace
intelligence, many firms undertake quantitative marketing research studies designed
for specific narrow problems, examined once and discarded. At best, the information obtained is
presented as fixed historical knowledge then relegated to the marketing
manager’s book-shelf, never to be seen again.
Marketplace and competitive intelligence is far too valuable not to be
integrated into the planning process.
From ancient times, governments and the military establishments fully
understood the importance of the utilizing intelligence and competitive
assessments for both strategic and operational planning, businesses on the
other hand have tended squandered these assets
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Your-Marketing-Toolkits
perform the same general function as the Whitehouse “Situation Room” or the “ |
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The components in Your-Marketing-Toolkit
consist of graphs, charts, simulators, models and tables driven off of market
and business data. These are not all new
concepts, but enhanced methods that have been used effectively throughout
business and industry. What Your-Marketing-Toolkit provides is an
ensemble of these tools in a useful effective way driven from a common
knowledge-base and in a standardized format.
It should be viewed as a key part of a learning organization. The intent is to allow the business team to
become wiser by fully utilizing the knowledge and information available. |
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Your-Marketing-Toolkit
is not an end-point creation. It
grows, it is customized and it changes to meet the varying needs and
distinction of businesses and their competitive situations. While the “look and feel” of the toolkits
is intended to remain consistent, the set of tools and the information
sources will vary. Because the
toolkit is central to the total business planning and control effort, the
specific applications for them vary widely from the early planning and
evaluation of new products to the more complex issues of planning a product
launch and the repositioning of existing products and businesses. |
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Your-Marketing-Toolkits are designed around well structured market research methods and data. Relatively simple methods can be used with modest numbers of respondents for exploratory issues such as the assessment of a new product concept. However for more involved business problems more complex customer measurement and analyses are needed. Your-Marketing-Toolkits are designed to be modified to allow these additional sources of information to be integrated.
Applications of Your-Marketing-Toolkit
· Overall
· Branding
CDS |
For more information on developing Your-Marketing-Toolkits: Eugene B. Lieb Custom Decision Support, LLC (831) 854-2256 |