MARKETING STRATEGY INDEX:

Copyright by Sweeney Marketing Systems, Inc.

The Marketing Strategy Index is a unique diagnostic and auditing tool used to evaluate the thirty-three critical marketing elements comprising a company's marketing strategy.  All characteristics set out on the Index have been assigned a weight in order to indicate the importance of each characteristic in contributing to the sustained profitability of a company.  Each weighted marketing characteristic can then be rated and quantified according to the following criteria:  Superior, Good, Fair and Poor.

Just as the formal structure of a balance sheet or income statement assists in assessing a company's financial position, the structure of the Index assists in assessing the strength of a company's existing or contemplated marketing position.  The Index presents an integrated overview of all critical marketing elements while also allowing for precisely assessing each individual characteristic in isolation.

The format of presentation has been developed in order to allow the Index to be used as a working diagnostic tool, identifying areas to reduce risk and improve sustained profitable growth.  In this way the Index makes an important contribution to improved understanding of the marketing function.  In addition, the Index serves as a guide in assisting companies improve the effective utilization of their marketing assets which comprise every company's marketing balance sheet.

For more information on this Index and how it can help your business,

please email Management Success.

Here is a list of the characteristics scored in the Marketing Strategy Index:

Market Scope Assessment

1. size
2. growth
3. diversity
4. profitability
5. competitive intensity

Market Segment Assessment

1. customer profile
2. primary benefit
3. customer need

Product Elements Assessment

1. product boundary
2. product positioning
3. product quality
4. product design
5. product performance
6. product features
7. product line
8. service

Distribution Structure Assessment

1. channel members
2. objectives/tasks
3. business opportunity
4. distribution concentration
5. physical distribution
6. distribution control

Pricing Policies Assessment

1. price:value levels
2. discounts
3. profit margins
4. product life pricing

Communications Plan Assessment

1. promotional focus
2. media efficiency
3. product showcase
4. selling intensity
5. sales support
6. trade shows
7. public relations

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