Saturday, 7 November 2009



* "Product (or Service)"
* "Place"
* "Price"
* "Promotion"


* "What does the customer want from {this}? What needs does it satisfy? What features does {this} have to meet these needs?"
* "Are there any features you've missed out from {this}?"
* "Are you including costly features of {this} that the customer won't actually use?"
* "How and where will the customer use {this}?"
* "What does {this} look like? How will customers experience {this}?"
* "What size(s), color(s), and so on, should {this} be?"
* "What is {this} to be called?"
* "How is {this} to be branded?"
* "How is {this} differentiated versus your competitors?"
* "What is the most {this} can cost to provide, and still be sold sufficiently profitably?"

* "Where do buyers look for {this} as a product or service?"
* "If they look in a store for {this}, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue?"
* "How can you access the right distribution channels for {this}?"
* "To sell {this} do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or send samples to catalogue companies?"
* "What do your competitors do to sell and promote {this}, and how can you learn from that and/or differentiate?"


    * "What is the value of {this} as a product or service to the buyer?"
    * "Are there established price points for products or services like {this}?"
    * "Is the customer price for {this} sensitive? Will a small decrease in price of {this} gain you extra market share? Or will a small increase be indiscernible, and so gain you extra profit margin?"
    * "What discounts on {this} should be offered to trade customers, or to other specific segments of your market?"
    * "How will your price for {this} compare with your competitors?"


    * "Where and when can you get across your marketing messages about {this} to your target market?"
    * "Will you reach your audience for {this} by advertising in the press, or on TV, or radio, or on billboards? By using direct marketing mailshot? Through PR? On the Internet?"
    * "When is the best time to promote {this}? Is there seasonality in the market for {this}? Are there any wider environmental issues around {this} that suggest or dictate the timing of your market launch, or the timing of subsequent promotions?"
    * "How do your competitors do their promotions for {this}? And how does that influence your choice of promotional activity?"

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