MARKETING/MANAGEMENT

Marketing Research Assignment: Questionnaire



Q1.Please indicate your level of agreement/disagreement on the following statements regarding your brand's strategic orientation using a 7-point scale. Circle 1 if you strongly disagree, circle 7 if you strongly agree, and so on.

In our marketing department/business unit (please refer to the brand ______________):

We closely monitor and assess our level of commitment and orientation to serving customer needs.

7

6

5

4

3

2

1 (130)

Our business objectives are driven primarily by customer satisfaction.

7

6

5

4

3

2

1 (131)

Our competitive advantage is based on understanding customers' needs.

7

6

5

4

3

2

1 (132)

Our business strategies are driven by the goal of increasing customer value.

7

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5

4

3

2

1 (133)

We frequently and systematically measure customer satisfaction.

7

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5

4

3

2

1 (134)

We pay close attention to after-sales service.

7

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5

4

3

2

1 (135)

In our organization, our salespeople share information about competitor information.

7

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5

4

3

2

1 (136)

We respond rapidly to competitive actions.

7

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5

4

3

2

1 (137)

Top management regularly discusses competitors' strengths and weaknesses.

7

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5

4

3

2

1 (138)

Customers are targeted only when we have an opportunity for competitive advantage.

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5

4

3

2

1 (139)

The company mostly follows what the competitors have done in the market place.

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2

1 (140)

We use sophisticated technologies in our new product development.

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2

1 (141)

Our new products are always at the state of the art of the technology.

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2

1 (142)

We are always looking for good new product ideas.

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2

1 (143)

We actively solicit and develop new products.

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2

1 (144)

A key component of our mission is to develop innovative new products.

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3

2

1 (145)

Our top managers from each business function regularly visit current and potential customers.

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2

1 (146)

We freely communicate about our successful and unsuccessful customer experiences across all business functions.

7

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3

2

1 (147)

All of our business functions within are integrated to serve the target market needs

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2

1 (148)

Our managers understand how employees can contribute to create value for customers.

7

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2

1 (149)

We share resources and ideas with other business units.

7

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3

2

1 (150)

Technical innovation, based on research results, is readily accepted at this organization.

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2

1 (151)

Management actively seeks innovative ideas for product improvement.

7

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3

2

1 (152)

Innovation is readily accepted in program/project management

7

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5

4

3

2

1 (153)

Q2.Please indicate your level of agreement/disagreement on the following statements regarding characteristics of the industry within which your brand operates using a 7-point scale. Circle 1 if you strongly disagree, circle 7 if you strongly agree, and so on.

Over the last 5 years, we see that in the industry

where our brand operates,

The diversity in the production technology has dramatically increased.

7

6

5

4

3

2

1 (155)

The growth opportunities have dramatically decreased.

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5

4

3

2

1 (156)

The rate of innovation of new operating processes and new products or services has fallen dramatically.

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2

1 (157)

The market activities of our key competitors have become far less predictable.

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2

1 (158)

In the industry where our brand operates,

The government imposes little restrictions on how the products of the firm are marketed.

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3

2

1 (159)

Local protectionism is a big barrier to the firm when it markets its products nationwide.

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2

1 (160)

There are still a lot of state-owned enterprises.

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2

1 (161)

Distribution channels in other provinces are much easier to set up nowadays.

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1 (162)

It is still hard to penetration markets far away from your home-base city.

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1 (163)

Firms compete according to the market forces of demand and supply.

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1 (164)

Firms try to avoid cutthroat price competition.

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1 (165)

There are still many reforms that will take place..

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1 (166)

There is no clear industry ...