The Data Institute Acquisition Manual

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Volume 20

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ACQUISITION MANUAL for THE TARGET COMPANY

6
Corporate Development
7
Product Management
8
Overseas Development
9
Product Distribution & Service
10
Advertising + P.R.
16
New Technology Primers
17
Physical Process & Orders
18
Competition Analysis
19
Product Perceptions
20
Customer Perceptions
Financial
Industry
Markets
Products
Data Grids
World MDB
Research MDB
Product MDB
Corporate MDB
Reference MDB

Volume
20

 

 

Customer Perceptions

In the final analysis the Company can only survive if customer perceptions of the Company are positive.

Many perceived notions and attitudes to the Company may not be based on fact but on intangible and superfluous suspicions and hearsay; and the Company must strenuously counter negative attitudes.

Aggressive marketing policy tends to strengthen and reinforce positive customer perceptions. Conversely the existence of persistent negative customer attitudes reflects on the defects of the past marketing policies of the Company.

Great skill must be exercised by the Company in the transformation and formulation of customer attitudes of the Company and its performance. This skill is a measure of management strengths.

Every effort must be made to precisely quantify and evaluate customer perceptions if the Company is to know what pitfalls are ahead, how to rectify defects, and where to go next.

Analysis of the most important Trade Cell and national markets.

This part of the Acquisition Manual looks at the perceptions of the Company held by their customers. The section considers some 200 critical questions which analyze each operating division, operating region, subsidiaries and companies which together form the Company.

  1. Trade Cell Customer Analysis

  2. Urban Customer Market Analysis

  3. Urban Decision Makers Profiles

  4. Trade Cell Decision Makers Profiles

  5. Customer Trade Cell Surveys

  6. Urban Customer Surveys


 

1

Trade Cell Analysis:

 

SHORT-TERM TRADING ISSUES

 

TRADE CELL ISSUES

Description

RELATIVE STATURE

PREVALENT AWARENESS BY CUSTOMERS

common buyer recognition of the business and its products

PREVAILING REPUTATION

overall position

PERCEPTION OF PRODUCTS

stature of products

RECOGNITION OF PRODUCT QUALITY

appraisal of product excellence

PERCEPTION OF SERVICE SUPPORT

level of service proffered

PERCEPTION OF CLIENT TREATMENT

level of client management and relationship

COMPETITIVE PROMOTIONAL PRACTICE

EVALUATION OF ROUTINE SALES PROMOTION ACTIVITY

evaluation of overall sales promotion undertakings

MERIT OF ADVERTISING

understanding of advertising stance and the advertising intent

VALUE OF SALES PERSONNEL

potency of sales and marketing staff

CALIBER OF SALES PRINT

clarity of sales literature and print

COMPETITIVE PRODUCT AVAILABILITY

GRADING OF PRODUCT AVAILABILITY

grading of routine product availability

MERIT OF PRODUCT DEFINITION

proficiency of product specifications

GRADING OF ON-TIME DELIVERY

accomplishment of on-time delivery track record

RATING OF UNIMPAIRED ORDER DELIVERY

confidence in overall order delivery performance

RATING OF ORDER HANDLING

proficiency of order supervision and order taking

RATING OF CAPACITY TO PROVIDE

capacity to furnish products as contracted

COMPETITIVE MARKETING APTITUDE

CALIBER OF MARKETING EXPERTISE

caliber of prevalent marketing expertise

EVALUATION OF MARKETING RESPONSE

marketing experience and proficiency amid personnel

EVALUATION OF MARKETING TECHNIQUE

utilization of marketing techniques

EVALUATION OF PROMOTIONAL DOCUMENTATION

lucidity of promotional documentation and print

EVALUATION OF PROMOTIONAL + SALES DECAY

degree of promotional rejection and sales decay

EVALUATION OF ADVERTISING DEXTERITY

recognition of prevalent advertising adroitness and execution

MARKET COMPONENTS

CONSCIOUSNESS OF PRODUCT PRICING

consciousness of product pricing

PRODUCT EXCELLENCE

recognition of product excellence

CLIENT SERVICE

completion of client instructions and the character of service delivered

RELIABLE DELIVERY

confidence in punctual delivery

SERVICE RELIABILITY

score of service reliability

SERVICE STANDARDS

attainment of service standards

SERVICE CONDUCT

routine smoothness of the service function and procedures used

SERVICE CONVENIENCE

satisfaction with service convenience

PRODUCT DELIVERY SYSTEM

reputation of the distribution system and its efficacy

RESPONSIVENESS OF CLIENT TREATMENT

client treatment, versatile and propensity to assist

OBSERVANCE OF FAIR TERMS OF BUSINESS

fairness and observance of commercial & contractual terms of business

SALES STAFF ACHIEVEMENT

PRIMARY CONTACT

original contact and comprehension

ORDER HANDLING STAFF

relationship with order handling staff

SALES STAFF

negotiations with sales and marketing personnel

ADMINISTRATION STAFF

performance of administration and account staff

SALES MANAGEMENT

dealings with sales managers and staff

SALES PERSONNEL

deportment of sales personnel

CORPORATE SALES ELEMENTS

UPSTREAM SALES CONSOLIDATION

comparative upstream sales coordination

DOWNSTREAM PROMOTIONAL HARMONIZATION

observance of downstream promotional harmonization

CAPTIVE SALES CONDUITS

conduct of captive sales mechanisms

DEPENDENCE ON SELLING OUTLETS

dependence on selling outlets

OPERATION OF SEGMENTED PROMOTIONAL UNDERTAKING

application of segmented promotional Endeavour

BENEFITS OF SEGMENTED MARKETING

support of segmented marketing activity

CAPTIVE CUSTOMER BASES

acquisition and influence of specific customer bases

COMPETITIVE SALES CHANNEL AWARENESS

WAREHOUSING & HANDLING

proficiency of warehousing and handling

PACKING & PACKAGING

character and refinement of packing and packaging

SALES ACTIVITY

conduct of regular sales undertakings

STOCK AVAILABILITY

normal stock availability

CUSTOMER SATISFACTION

prevailing customer fulfillment

COMPETITIVE CLIENT AWARENESS

LOCATION OF CUSTOMERS

geographic location and distribution of the customer base

CAPTIVENESS OF THE CUSTOMER BASE

captiveness of prevailing customer bases

CUSTOMER BASE LOYALTY

fidelity of the current customer base

CONCENTRATION OF PURCHASES

comparative focus of customer purchases

PURCHASE FREQUENCY

frequency of typical buyer purchases

ORDER SIZE

average order size and content of customer purchase

CUSTOMER SERVICING

prevalent level of customer maintenance

SEASONALITY

seasonality of consumer use of products

COMPETITIVE PROMOTIONAL CONSIDERATIONS

ADVERTISING & SALES PROMOTION

prevailing advertising and sales promotion message

MARKETING

marketing overhead & application and sales decay

SALES PROMOTION

explicit sales promotions and activity

SALESFORCE

salesforce potency and accomplishment

ADVERTISING

advertising effectiveness

COMPETITOR CONSEQUENCES

PRICING CONDUCT

regular pricing guidelines and its execution

ECONOMIC ENVIRONMENT

conjectural reverberation of the economic climate and environment

COMPARATIVE MARKETING ACTIVITY

prevailing competitive marketing activity

RESPONSE TO OPPONENTS

response to opponents' behavior and methods

NEW COMPETITORS

invariable reflex to the market entry of challengers

PRICES AT MSP

acceptability of base prices

PRICE INCREASES

capacity to contend with and respond to price increases

PRICES AT RSP

overall competitiveness of end users sales prices

MARKET SHARE

average comparative market share

 

SHORT-TERM TRADING ISSUES


The following section provides a forecast of a number of quantitative issues and questions for the industry and the Company in juxtaposition to the Trade Cell. The Trading issues are examined under the following headings:-

  • RELATIVE STATURE -  of the industry within the Trade Cell

  • COMPETITIVE PROMOTIONAL PRACTICE -  by the industry and the Company within the Trade Cell

  • COMPETITIVE PRODUCT AVAILABILITY -  by the industry and the Company within the Trade Cell

  • COMPETITIVE MARKETING APTITUDE -  by the industry and the Company within the Trade Cell

  • MARKET COMPONENTS -  by the industry and the Company within the Trade Cell

  • SALES STAFF ACHIEVEMENT -  by the industry and the Company within the Trade Cell

  • CORPORATE SALES ELEMENTS -  by the industry and the Company within the Trade Cell

  • COMPETITIVE SALES CHANNEL AWARENESS -  by the industry and the Company within the Trade Cell

  • COMPETITIVE CLIENT AWARENESS -  by the industry and the Company within the Trade Cell

  • COMPETITIVE PROMOTIONAL CONSIDERATIONS -  by the industry and the Company within the Trade Cell

  • COMPETITOR CONSEQUENCES -  by the industry and the Company within the Trade Cell

 

THE TARGET COMPANY

INDUSTRY & MARKET

TRADE CELL ISSUES

TRADE CELL ISSUES


 

Company Trade Cell

Trade Cell

Significant Company Markets

Company Trading Area 1

Company Trading Area 2

Company Trading Area 3

Company Trading Area 4

Company Trading Area 5

Company Trading Area 6

Company Trading Area 7

Company Trading Area 8

Company Trading Area 9

Company Trading Area 10

Company Trading Area 11

Company Trading Area 12

Company Trading Area 13

Company Trading Area 14

Company Trading Area 15

Major Trade Cell Markets

Industry Trade Cell Market / Sector 1

Industry Trade Cell Market / Sector 2

Industry Trade Cell Market / Sector 3

Industry Trade Cell Market / Sector 4

Industry Trade Cell Market / Sector 5

Industry Trade Cell Market / Sector 6

Industry Trade Cell Market / Sector 7

Industry Trade Cell Market / Sector 8

Industry Trade Cell Market / Sector 9

Industry Trade Cell Market / Sector 10

Industry Trade Cell Market / Sector 11

Industry Trade Cell Market / Sector 12

Industry Trade Cell Market / Sector 13

Industry Trade Cell Market / Sector 14

Industry Trade Cell Market / Sector 15

The term "Relative" denotes the relationship between the industry and the Trade Cell Norms in the marketplace in which it exists.
MARKET DATABASES: The term the industry refers to the National Companies within the Base Reference Country. The comparison is thus given for the National Industry in relation to the other countries within the Trade Cell.

 Information on this Section


 

TRADE CELL CONSIDERATIONS

 

TRADE CELL CONSIDERATIONS

Description

COMPANY PHYSICAL MARKETING CONCERNS

PHYSICAL MARKETING OBSTACLES

physical marketing obstacles and difficulties

PHYSICAL MARKETING RESOURCES

physical marketing resources

PHYSICAL ADVERTISING POTENTIAL

physical advertising potential

RESPONSIVENESS OF ADVERTISING REACTION

responsiveness of advertising reaction

ADROITNESS TO MODIFY MARKETING EFFORT

expertise to improve the marketing tasks

CLIENT HANDLING SYSTEMS & EQUIPMENT

customer administration infrastructure and equipment

ADVERTISING & MARKETING MATERIALS ELEMENT

ADVERTISING + MARKETING MATERIALS ACQUISITION & SOURCES

marketing materials and supplies procurement

ADVERTISING & MARKETING MATERIALS STOCK LEVELS

stock levels & inventories of marketing materials & supplies

DEPENDENCE ON ADVERTISING + MARKETING CONTRACTORS

dependence on outside marketing suppliers

ADVERTISING BUYING INFLUENCE

advertising buying influence and purchasing power

SALES PERSONNEL PERCEPTIONS

SALES PERSONNEL ACCESSIBILITY

sales & marketing personnel accessibility

SALES EMPLOYEES RELATIONS

sales employees rapport

PRESSURE OF SALESFORCE WAGE RISES

salesforce salary rises and demands

RELATIVE SALES PAYROLL LEVELS

salesforce payroll levels in comparison to competitors

RELATIVE SALES INCENTIVE LEVELS

salesforce reward levels relative to competitors

SALESFORCE SPECIALIZED EXPERTISE

specialized expertise of sales personnel

MARKETING COSTS & MARGIN CONCERNS

MARKETING SUPPLIES INVENTORY LEVELS

marketing supplies reserves and inventory levels

VARIABLE MARKETING COSTS

flexibility of variable sales & marketing costs

FIXED MARKETING COSTS

flexibility of fixed marketing costs

MARKETING PAYROLL COSTS

responsiveness of marketing manpower and staff costs

DIRECT MARKETING COSTS RELATIVE TO COMPETITORS

direct marketing costs relative to major competitors

PRODUCT DEVELOPMENT COSTS

product launch / innovation & product development costs

PRODUCT ADVERTISING + MARKETING

QUALITY

product quality

PRODUCT SPECIFICATIONS

product specifications

DESIGN

product design and utility

OPERATING CRITERIA

product operating requirements and operating suitability

PRODUCT EFFICIENCY

product efficiency and performance

PRODUCT RELIABILITY

product dependability and integrity

PRODUCT LONGEVITY

product longevity and shelf life

PRODUCT LIFE CYCLE

product life cycle and obsolescence

PRODUCT CUSTOMIZATION

degree of product customization and flexibility

PRODUCT TECHNOLOGY

product technology and technological advantage

PRODUCT USAGE

product interchangeability and usage

MARKETING MANAGEMENT STRENGTHS

MANAGEMENT STRENGTHS: SENIOR MARKETING PERSONNEL

strengths of senior marketing personnel

MANAGEMENT STRENGTHS: SALESFORCE MANAGERS

effectiveness of salesforce managers

MANAGEMENT STRENGTHS: SALES & MARKETING STAFF

performance of sales and marketing managers

MANAGEMENT STRENGTHS: CUSTOMER HANDLING MANAGERS

efficiency of customer handling managers

MANAGEMENT STRENGTHS: TECHNICAL APTITUDE

aptitude and technical capability of sales managers

MANAGEMENT STRENGTHS: CUSTOMER HANDLING RELIABILITY

reliability of customer handling managers

CORPORATE MARKETING CONSIDERATIONS

UPSTREAM MARKETING STRATEGIES

upstream consolidation of marketing strategies

DOWNSTREAM MARKETING TACTICS

downstream co-ordination of marketing tactics

CAPTIVE MARKETING CHANNELS

captive marketing channels

RELIANCE ON EXTERNAL MARKETING

reliance on third party marketing & sales effort

RELIANCE ON EXTERNAL PROMOTION

reliance on outside promotional effort en-route to the market

RELIANCE ON EXTERNAL MARKETING SUPPORT

reliance on third party marketing activity for sales support

RELIANCE ON CUSTOMERS ATTITUDES

reliance on customers attitudes to corporate factors

DISTRIBUTION MARKETING CONSIDERATIONS

WAREHOUSING & HANDLING

warehousing and handling

PACKING & PACKAGING

packing and packaging

DISTRIBUTION

distribution activities

STOCK AVAILABILITY

stock availability

ORDER PROCESSING

order processing

CUSTOMER TOPICS

LOCATION OF CUSTOMERS

geographic location of the customer base

RELIANCE ON CUSTOMER BASE

reliance on distinct customer bases

CAPTIVE CUSTOMER BASE

captive and assured customer base

CONCENTRATION OF CUSTOMERS

concentration of customers

PRODUCT USAGE FREQUENCY

frequency of product usage

ORDER VALUE

order value and volume of average turnover

RELATIVE CUSTOMER SERVICING

customer servicing relative to competitors

SEASONALITY OF DEMAND

seasonality of demand and customer purchases

COMPETITIVE MARKETING CONSIDERATIONS

ADVERTISING & SALES PROMOTION

advertising and sales promotion posture and activity

MARKETING COSTS

total marketing costs

SALES PROMOTION COSTS

sales promotion costs

SELLING COSTS

salesforce and selling costs and expenses

ADVERTISING COSTS

advertising costs

COMPETITOR CONSIDERATIONS

COMPETITORS' PRICING GUIDELINES

competitors' pricing procedures and stance

SENSITIVITY TO ECONOMIC CONDITIONS

sensitivity to economic conditions

RELATIVE MARKETING SPEND

marketing spend relative to competitors

COMPETITORS' COMBATIVENESS

combativeness of competitors' conduct and attitude

ACCESS OF NEW COMPETITORS

access of new competitors into the market

PRICES AT MSP

prices at manufacturers sales price

PRICE INCREASES AT MSP

previous price increases at manufacturing level

PRICES AT RSP

prices at retail or end users sales price

MARKET SHARE

market share



 

SHORT-TERM TRADING CONSIDERATIONS


The following section provides a forecast of a number of quantitative considerations and questions for the industry and the Company in juxtaposition with the Trade Cell. The trading considerations are examined under the following headings:-

  • PHYSICAL MARKETING CONCERNS - for the industry and the Company within the Trade Cell

  • ADVERTISING & MARKETING MATERIALS ELEMENT - by the industry and the Company within the Trade Cell

  • SALES PERSONNEL PERCEPTIONS - for the industry and the Company within the Trade Cell

  • MARKETING COSTS & MARGIN CONCERNS - for the industry and the Company within the Trade Cell

  • PRODUCT ADVERTISING + MARKETING - by the industry and the Company within the Trade Cell

  • MARKETING MANAGEMENT STRENGTHS - for the industry and the Company within the Trade Cell

  • CORPORATE MARKETING CONSIDERATIONS - for the industry and the Company within the Trade Cell

  • DISTRIBUTION MARKETING CONSIDERATIONS - for the industry and the Company within the Trade Cell

  • CUSTOMER TOPICS - for the industry and the Company within the Trade Cell

  • COMPETITIVE MARKETING CONSIDERATIONS - for the industry and the Company within the Trade Cell

  • COMPETITOR CONSIDERATIONS - for the industry and the Company within the Trade Cell

 

THE TARGET COMPANY

INDUSTRY & MARKET

TRADE CELL CONSIDERATIONS

TRADE CELL CONSIDERATIONS

 

Company Trade Cell

Trade Cell

Significant Company Markets

Company Trading Area 1

Company Trading Area 2

Company Trading Area 3

Company Trading Area 4

Company Trading Area 5

Company Trading Area 6

Company Trading Area 7

Company Trading Area 8

Company Trading Area 9

Company Trading Area 10

Company Trading Area 11

Company Trading Area 12

Company Trading Area 13

Company Trading Area 14

Company Trading Area 15

Major Trade Cell Markets

Industry Trade Cell Market / Sector 1

Industry Trade Cell Market / Sector 2

Industry Trade Cell Market / Sector 3

Industry Trade Cell Market / Sector 4

Industry Trade Cell Market / Sector 5

Industry Trade Cell Market / Sector 6

Industry Trade Cell Market / Sector 7

Industry Trade Cell Market / Sector 8

Industry Trade Cell Market / Sector 9

Industry Trade Cell Market / Sector 10

Industry Trade Cell Market / Sector 11

Industry Trade Cell Market / Sector 12

Industry Trade Cell Market / Sector 13

Industry Trade Cell Market / Sector 14

Industry Trade Cell Market / Sector 15

The term "Relative" denotes the relationship between the industry and the Trade Cell marketplace in which it exists.
[ MARKET DATABASES: The term the industry refers to the National Companies within the Base Reference Country. The comparison is thus given for the National Industry in relation to the other countries within the Trade Cell. ]

 Information on this Section

 

 

2

Urban Market Analysis:

 

MAJOR CITY  MARKET ANALYSIS


This section has the following Major Cities Market coverage:-

Target Company

Base Reference Country

   
Major City 1
Major City 2
Major City 3
Major City 4
Major City 5
Major City 6
Major City 7
Major City 8
Major City 9
Major City 10
Major City 11
Major City 12
Major City 13
Major City 14
Major City 15
Major City 16
Major City 17
Major City 18
Major City 19
Major City 20
Major City 21
Major City 22
Major City 23
Major City 24
Major City 25
Major City 26
Major City 27
Major City 28
Major City 29
Major City 30

 

Major City 1
Major City 2
Major City 3
Major City 4
Major City 5
Major City 6
Major City 7
Major City 8
Major City 9
Major City 10
Major City 11
Major City 12
Major City 13
Major City 14
Major City 15
Major City 16
Major City 17
Major City 18
Major City 19
Major City 20
Major City 21
Major City 22
Major City 23
Major City 24
Major City 25
Major City 26
Major City 27
Major City 28
Major City 29
Major City 30

 


 

MARKET ENVIRONMENT ANALYSIS

 

MARKET ENVIRONMENT ANALYSIS

Description

COMPANY PHYSICAL MARKETING CONCERNS

PHYSICAL MARKETING OBSTACLES

physical marketing obstacles and difficulties

PHYSICAL MARKETING RESOURCES

physical marketing resources

PHYSICAL ADVERTISING POTENTIAL

physical advertising potential

RESPONSIVENESS OF ADVERTISING REACTION

responsiveness of advertising reaction

ADROITNESS TO MODIFY MARKETING EFFORT

expertise to improve the marketing tasks

CLIENT HANDLING SYSTEMS & EQUIPMENT

customer administration infrastructure and equipment

ADVERTISING & MARKETING MATERIALS ELEMENT

ADVERTISING + MARKETING MATERIALS ACQUISITION & SOURCES

marketing materials and supplies procurement

ADVERTISING & MARKETING MATERIALS STOCK LEVELS

stock levels & inventories of marketing materials & supplies

DEPENDENCE ON ADVERTISING + MARKETING CONTRACTORS

dependence on outside marketing suppliers

ADVERTISING BUYING INFLUENCE

advertising buying influence and purchasing power

SALES PERSONNEL PERCEPTIONS

SALES PERSONNEL ACCESSIBILITY

sales & marketing personnel accessibility

SALES EMPLOYEES RELATIONS

sales employees rapport

PRESSURE OF SALESFORCE WAGE RISES

salesforce salary rises and demands

RELATIVE SALES PAYROLL LEVELS

salesforce payroll levels in comparison to competitors

RELATIVE SALES INCENTIVE LEVELS

salesforce reward levels relative to competitors

SALESFORCE SPECIALIZED EXPERTISE

specialized expertise of sales personnel

MARKETING COSTS & MARGIN CONCERNS

MARKETING SUPPLIES INVENTORY LEVELS

marketing supplies reserves and inventory levels

VARIABLE MARKETING COSTS

flexibility of variable sales & marketing costs

FIXED MARKETING COSTS

flexibility of fixed marketing costs

MARKETING PAYROLL COSTS

responsiveness of marketing manpower and staff costs

DIRECT MARKETING COSTS RELATIVE TO COMPETITORS

direct marketing costs relative to major competitors

PRODUCT DEVELOPMENT COSTS

product launch / innovation & product development costs

PRODUCT ADVERTISING + MARKETING

QUALITY

product quality

PRODUCT SPECIFICATIONS

product specifications

DESIGN

product design and utility

OPERATING CRITERIA

product operating requirements and operating suitability

PRODUCT EFFICIENCY

product efficiency and performance

PRODUCT RELIABILITY

product dependability and integrity

PRODUCT LONGEVITY

product longevity and shelf life

PRODUCT LIFE CYCLE

product life cycle and obsolescence

PRODUCT CUSTOMIZATION

degree of product customization and flexibility

PRODUCT TECHNOLOGY

product technology and technological advantage

PRODUCT USAGE

product interchangeability and usage

MARKETING MANAGEMENT STRENGTHS

MANAGEMENT STRENGTHS: SENIOR MARKETING PERSONNEL

strengths of senior marketing personnel

MANAGEMENT STRENGTHS: SALESFORCE MANAGERS

effectiveness of salesforce managers

MANAGEMENT STRENGTHS: SALES & MARKETING STAFF

performance of sales and marketing managers

MANAGEMENT STRENGTHS: CUSTOMER HANDLING MANAGERS

efficiency of customer handling managers

MANAGEMENT STRENGTHS: TECHNICAL APTITUDE

aptitude and technical capability of sales managers

MANAGEMENT STRENGTHS: CUSTOMER HANDLING RELIABILITY

reliability of customer handling managers

CORPORATE MARKETING CONSIDERATIONS

UPSTREAM MARKETING STRATEGIES

upstream consolidation of marketing strategies

DOWNSTREAM MARKETING TACTICS

downstream co-ordination of marketing tactics

CAPTIVE MARKETING CHANNELS

captive marketing channels

RELIANCE ON EXTERNAL MARKETING

reliance on third party marketing & sales effort

RELIANCE ON EXTERNAL PROMOTION

reliance on outside promotional effort en-route to the market

RELIANCE ON EXTERNAL MARKETING SUPPORT

reliance on third party marketing activity for sales support

RELIANCE ON CUSTOMERS ATTITUDES

reliance on customers attitudes to corporate factors

DISTRIBUTION MARKETING CONSIDERATIONS

WAREHOUSING & HANDLING

warehousing and handling

PACKING & PACKAGING

packing and packaging

DISTRIBUTION

distribution activities

STOCK AVAILABILITY

stock availability

ORDER PROCESSING

order processing

CUSTOMER TOPICS

LOCATION OF CUSTOMERS

geographic location of the customer base

RELIANCE ON CUSTOMER BASE

reliance on distinct customer bases

CAPTIVE CUSTOMER BASE

captive and assured customer base

CONCENTRATION OF CUSTOMERS

concentration of customers

PRODUCT USAGE FREQUENCY

frequency of product usage

ORDER VALUE

order value and volume of average turnover

RELATIVE CUSTOMER SERVICING

customer servicing relative to competitors

SEASONALITY OF DEMAND

seasonality of demand and customer purchases

COMPETITIVE MARKETING CONSIDERATIONS

ADVERTISING & SALES PROMOTION

advertising and sales promotion posture and activity

MARKETING COSTS

total marketing costs

SALES PROMOTION COSTS

sales promotion costs

SELLING COSTS

salesforce and selling costs and expenses

ADVERTISING COSTS

advertising costs

COMPETITOR CONSIDERATIONS

COMPETITORS' PRICING GUIDELINES

competitors' pricing procedures and stance

SENSITIVITY TO ECONOMIC CONDITIONS

sensitivity to economic conditions

RELATIVE MARKETING SPEND

marketing spend relative to competitors

COMPETITORS' COMBATIVENESS

combativeness of competitors' conduct and attitude

ACCESS OF NEW COMPETITORS

access of new competitors into the market

PRICES AT MSP

prices at manufacturers sales price

PRICE INCREASES AT MSP

previous price increases at manufacturing level

PRICES AT RSP

prices at retail or end users sales price

MARKET SHARE

market share

 

MAJOR CITY MARKET ENVIRONMENT


The following section deals with a number of quantitative issues and questions for the Major Cities in the Market. These issues are examined under the following headings:-

  • PHYSICAL MARKETING CONCERNS -  by the industry and the Company Markets

  • ADVERTISING & MARKETING MATERIALS ELEMENT -  by the industry and the Company Markets

  • SALES PERSONNEL PERCEPTIONS -  by the industry and the Company Markets

  • MARKETING COSTS & MARGIN CONCERNS -  by the industry and the Company Markets

  • PRODUCT ADVERTISING + MARKETING -  by the industry and the Company Markets

  • MARKETING MANAGEMENT STRENGTHS -  by the industry and the Company Markets

  • CORPORATE MARKETING CONSIDERATIONS -  by the industry and the Company Markets

  • DISTRIBUTION MARKETING CONSIDERATIONS -  by the industry and the Company Markets

  • CUSTOMER TOPICS -  by the industry and the Company Markets

  • COMPETITIVE MARKETING CONSIDERATIONS -  by the industry and the Company Markets

  • COMPETITOR CONSIDERATIONS -  by the industry and the Company Markets


 

THE TARGET COMPANY

INDUSTRY & MARKET

MARKET ENVIRONMENT ANALYSIS

MARKET ENVIRONMENT ANALYSIS

The term "Relative" denotes the relationship between the various activities of the industry and the Major Cities in the Market in which it exists.

 Information on this Section


 

MARKET STANDING ANALYSIS

 

MARKET STANDING ANALYSIS

Description

RELATIVE STATURE

PREVALENT AWARENESS BY CUSTOMERS

common buyer recognition of the business and its products

PREVAILING REPUTATION

overall position

PERCEPTION OF PRODUCTS

stature of products

RECOGNITION OF PRODUCT QUALITY

appraisal of product excellence

PERCEPTION OF SERVICE SUPPORT

level of service proffered

PERCEPTION OF CLIENT TREATMENT

level of client management and relationship

COMPETITIVE PROMOTIONAL PRACTICE

EVALUATION OF ROUTINE SALES PROMOTION ACTIVITY

evaluation of overall sales promotion undertakings

MERIT OF ADVERTISING

understanding of advertising stance and the advertising intent

VALUE OF SALES PERSONNEL

potency of sales and marketing staff

CALIBER OF SALES PRINT

clarity of sales literature and print

COMPETITIVE PRODUCT AVAILABILITY

GRADING OF PRODUCT AVAILABILITY

grading of routine product availability

MERIT OF PRODUCT DEFINITION

proficiency of product specifications

GRADING OF ON-TIME DELIVERY

accomplishment of on-time delivery track record

RATING OF UNIMPAIRED ORDER DELIVERY

confidence in overall order delivery performance

RATING OF ORDER HANDLING

proficiency of order supervision and order taking

RATING OF CAPACITY TO PROVIDE

capacity to furnish products as contracted

COMPETITIVE MARKETING APTITUDE

CALIBER OF MARKETING EXPERTISE

caliber of prevalent marketing expertise

EVALUATION OF MARKETING RESPONSE

marketing experience and proficiency amid personnel

EVALUATION OF MARKETING TECHNIQUE

utilization of marketing techniques

EVALUATION OF PROMOTIONAL DOCUMENTATION

lucidity of promotional documentation and print

EVALUATION OF PROMOTIONAL + SALES DECAY

degree of promotional rejection and sales decay

EVALUATION OF ADVERTISING DEXTERITY

recognition of prevalent advertising adroitness and execution

MARKET COMPONENTS

CONSCIOUSNESS OF PRODUCT PRICING

consciousness of product pricing

PRODUCT EXCELLENCE

recognition of product excellence

CLIENT SERVICE

completion of client instructions and the character of service delivered

RELIABLE DELIVERY

confidence in punctual delivery

SERVICE RELIABILITY

score of service reliability

SERVICE STANDARDS

attainment of service standards

SERVICE CONDUCT

routine smoothness of the service function and procedures used

SERVICE CONVENIENCE

satisfaction with service convenience

PRODUCT DELIVERY SYSTEM

reputation of the distribution system and its efficacy

RESPONSIVENESS OF CLIENT TREATMENT

client treatment: versatile and propensity to assist

OBSERVANCE OF FAIR TERMS OF BUSINESS

fairness and observance of commercial & contractual terms of business

SALES STAFF ACHIEVEMENT

PRIMARY CONTACT

original contact and comprehension

ORDER HANDLING STAFF

relationship with order handling staff

SALES STAFF

negotiations with sales and marketing personnel

ADMINISTRATION STAFF

performance of administration and account staff

SALES MANAGEMENT

dealings with sales managers and staff

SALES PERSONNEL

deportment of sales personnel

CORPORATE SALES ELEMENTS

UPSTREAM SALES CONSOLIDATION

comparative upstream sales coordination

DOWNSTREAM PROMOTIONAL HARMONIZATION

observance of downstream promotional harmonization

CAPTIVE SALES CONDUITS

conduct of captive sales mechanisms

DEPENDENCE ON SELLING OUTLETS

dependence on selling outlets

OPERATION OF SEGMENTED PROMOTIONAL UNDERTAKING

application of segmented promotional Endeavour

BENEFITS OF SEGMENTED MARKETING

support of segmented marketing activity

CAPTIVE CUSTOMER BASES

acquisition and influence of specific customer bases

COMPETITIVE SALES CHANNEL AWARENESS

WAREHOUSING & HANDLING

proficiency of warehousing and handling

PACKING & PACKAGING

character and refinement of packing and packaging

SALES ACTIVITY

conduct of regular sales undertakings

STOCK AVAILABILITY

normal stock availability

CUSTOMER SATISFACTION

prevailing customer fulfillment

COMPETITIVE CLIENT AWARENESS

LOCATION OF CUSTOMERS

geographic location and distribution of the customer base

CAPTIVENESS OF THE CUSTOMER BASE

captiveness of prevailing customer bases

CUSTOMER BASE LOYALTY

fidelity of the current customer base

CONCENTRATION OF PURCHASES

comparative focus of customer purchases

PURCHASE FREQUENCY

frequency of typical buyer purchases

ORDER SIZE

average order size and content of customer purchase

CUSTOMER SERVICING

prevalent level of customer maintenance

SEASONALITY

seasonality of consumer use of products

COMPETITIVE PROMOTIONAL CONSIDERATIONS

ADVERTISING & SALES PROMOTION

prevailing advertising and sales promotion message

MARKETING

marketing overhead & application and sales decay

SALES PROMOTION

explicit sales promotions and activity

SALESFORCE

salesforce potency and accomplishment

ADVERTISING

advertising effectiveness

COMPETITOR CONSEQUENCES

PRICING CONDUCT

regular pricing guidelines and its execution

ECONOMIC ENVIRONMENT

conjectural reverberation of the economic climate and environment

COMPARATIVE MARKETING ACTIVITY

prevailing competitive marketing activity

RESPONSE TO OPPONENTS

response to opponents' behavior and methods

NEW COMPETITORS

invariable reflex to the market entry of challengers

PRICES AT MSP

acceptability of base prices

PRICE INCREASES

capacity to contend with and respond to price increases

PRICES AT RSP

overall competitiveness of end users sales prices

_ MARKET SHARE

average comparative market share

 

 

MAJOR CITY  MARKET STANDING


The following section deals with a number of quantitative issues and questions for the Major Cities in the Market. These issues are examined under the following headings:-

  • RELATIVE STATURE -  of the industry Markets

  • COMPETITIVE PROMOTIONAL PRACTICE -  by the industry and the Company Markets

  • COMPETITIVE PRODUCT AVAILABILITY -  by the industry and the Company Markets

  • COMPETITIVE MARKETING APTITUDE -  by the industry and the Company Markets

  • MARKET COMPONENTS -  by the industry and the Company Markets

  • SALES STAFF ACHIEVEMENT -  by the industry and the Company Markets

  • CORPORATE SALES ELEMENTS -  by the industry and the Company Markets

  • COMPETITIVE SALES CHANNEL AWARENESS -  by the industry and the Company Markets

  • COMPETITIVE CLIENT AWARENESS -  by the industry and the Company Markets

  • COMPETITIVE PROMOTIONAL CONSIDERATIONS -  by the industry and the Company Markets

  • COMPETITOR CONSEQUENCES -  by the industry and the Company Markets

 

THE TARGET COMPANY

INDUSTRY & MARKET

MARKET STANDING ANALYSIS

MARKET STANDING ANALYSIS

The term "Relative" denotes the relationship between the various activities of the industry within the Major Cities in the Market in which they exist. The comparison is with the major national markets within the Trade Cell.

 Information on this Section


 


 

3

Urban Decision Makers Profiles:

 

MAJOR CITY DECISION MAKER PROFILES

THE DECISION MAKER PROFILE DATA IN THIS SECTION COVERS THE MAJOR CITIES IN BASE COUNTRY

Target Company

Base Reference Country

   
Major City 1
Major City 2
Major City 3
Major City 4
Major City 5
Major City 6
Major City 7
Major City 8
Major City 9
Major City 10
Major City 11
Major City 12
Major City 13
Major City 14
Major City 15
Major City 16
Major City 17
Major City 18
Major City 19
Major City 20
Major City 21
Major City 22
Major City 23
Major City 24
Major City 25
Major City 26
Major City 27
Major City 28
Major City 29
Major City 30

 

Major City 1
Major City 2
Major City 3
Major City 4
Major City 5
Major City 6
Major City 7
Major City 8
Major City 9
Major City 10
Major City 11
Major City 12
Major City 13
Major City 14
Major City 15
Major City 16
Major City 17
Major City 18
Major City 19
Major City 20
Major City 21
Major City 22
Major City 23
Major City 24
Major City 25
Major City 26
Major City 27
Major City 28
Major City 29
Major City 30

 


 

This section provides data on both Immediate Buyers, Immediate or Commercial Buyers, and the End Users, End Users.

The following questions are covered by the survey:

SURVEY COVERAGE


 

IMMEDIATE BUYER PROFILE
 

THE TARGET COMPANY

INDUSTRY & MARKET

IMMEDIATE BUYER PROFILE

IMMEDIATE BUYER PROFILE


 

END USER PROFILE

 

THE TARGET COMPANY

INDUSTRY & MARKET

END USER PROFILE

END USER PROFILE


 

TOWN DECISION MAKER PROFILES

The purpose of the data given in this section is to identify the exact decision maker (i.e. the DMU or Decision Making Unit) in the purchase decision for Products.  This data is vital for all advertising and promotional activities.

This section gives the data at two levels of commercial activity, being firstly, data sets for the Buyer and secondly, data sets for the End User. The data therefore provides information on the targeting of the Decision Makers at the two major market levels.

The data matrix is in the form of an Age & Social Profile of the respondent.

The data on Immediate Buyers, Immediate or Commercial Buyers, and the End Users, End Users is formatted in the following matrix.

The Field Names of the matrix cells are shown  below. 

<BUYERPROFILE> = End User Profile or Immediate Buyer

<SECTION> = Product, Country, Competitor, Commercial Operation, et al.

2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
to 2028
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE

DECISION MAKER PROFILE DEFINITIONS

 

  
 

4

Trade Cell Decision Makers Profiles:

 

TRADE CELL DECISION MAKER PROFILES

 

THE DECISION MAKER PROFILE DATA IN THIS SECTION COVERS THE TRADE CELL OF THE INDUSTRY & THE TARGET COMPANY

This section provides data on both Immediate Buyers, Immediate or Commercial Buyers, and the End Users, End Users.

The following questions are covered by the survey:

SURVEY COVERAGE


 

IMMEDIATE BUYER PROFILE

 

THE TARGET COMPANY

INDUSTRY & MARKET

IMMEDIATE BUYER PROFILE

IMMEDIATE BUYER PROFILE


 

END USER PROFILE

 

THE TARGET COMPANY

INDUSTRY & MARKET

END USER PROFILE

END USER PROFILE


 

Company Trade Cell

Trade Cell

Significant Company Markets

Company Trading Area 1

Company Trading Area 2

Company Trading Area 3

Company Trading Area 4

Company Trading Area 5

Company Trading Area 6

Company Trading Area 7

Company Trading Area 8

Company Trading Area 9

Company Trading Area 10

Company Trading Area 11

Company Trading Area 12

Company Trading Area 13

Company Trading Area 14

Company Trading Area 15

Major Trade Cell Markets

Industry Trade Cell Market / Sector 1

Industry Trade Cell Market / Sector 2

Industry Trade Cell Market / Sector 3

Industry Trade Cell Market / Sector 4

Industry Trade Cell Market / Sector 5

Industry Trade Cell Market / Sector 6

Industry Trade Cell Market / Sector 7

Industry Trade Cell Market / Sector 8

Industry Trade Cell Market / Sector 9

Industry Trade Cell Market / Sector 10

Industry Trade Cell Market / Sector 11

Industry Trade Cell Market / Sector 12

Industry Trade Cell Market / Sector 13

Industry Trade Cell Market / Sector 14

Industry Trade Cell Market / Sector 15

 

TRADE CELL DECISION MAKER PROFILES

The purpose of the data given in this section is to identify the exact decision maker (i.e. the DMU or Decision Making Unit) in the purchase decision for Products.  This data is vital for all advertising and promotional activities.

This section gives the data at two levels of commercial activity, being firstly, data sets for the Buyer and secondly, data sets for the End User. The data therefore provides information on the targeting of the Decision Makers at the two major market levels.

The data matrix is in the form of an Age & Social Profile of the respondent.
 

The data on Immediate Buyers, Immediate or Commercial Buyers, and the End Users, End Users is formatted in the following matrix.

The Field Names of the matrix cells are shown  below. 

<BUYERPROFILE> = End User Profile or Immediate Buyer

<SECTION> = Product, Country, Competitor, Commercial Operation, et al.

2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
to 2028
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE

DECISION MAKER PROFILE DEFINITIONS

 

  
 

5

Customer Trade Cell Surveys:

 

TRADE CELL SURVEYS

 

These surveys cover the Markets, Trade Cell, Towns, Products, Competitors, Operations and Product Flows in terms of the Prime Providers, Distributors, Immediate or Commercial Buyers, Retailers and End Users. Please read the Definition & Notes first.

 

SURVEYS

THE TARGET COMPANY TRADE CELL

INDUSTRY TRADE CELL

END USER SURVEYS

BUYER SURVEYS

DISTRIBUTION CHANNEL SURVEYS

INDUSTRY PERFORMANCE SURVEYS

 

SURVEY INDEX

THE TARGET COMPANY TRADE CELL

INDUSTRY TRADE CELL

END USER SURVEYS

BUYER SURVEYS

DISTRIBUTION CHANNEL SURVEYS

INDUSTRY PERFORMANCE SURVEYS

 

Company Trade Cell

Trade Cell

Significant Company Markets

Company Trading Area 1

Company Trading Area 2

Company Trading Area 3

Company Trading Area 4

Company Trading Area 5

Company Trading Area 6

Company Trading Area 7

Company Trading Area 8

Company Trading Area 9

Company Trading Area 10

Company Trading Area 11

Company Trading Area 12

Company Trading Area 13

Company Trading Area 14

Company Trading Area 15

Major Trade Cell Markets

Industry Trade Cell Market / Sector 1

Industry Trade Cell Market / Sector 2

Industry Trade Cell Market / Sector 3

Industry Trade Cell Market / Sector 4

Industry Trade Cell Market / Sector 5

Industry Trade Cell Market / Sector 6

Industry Trade Cell Market / Sector 7

Industry Trade Cell Market / Sector 8

Industry Trade Cell Market / Sector 9

Industry Trade Cell Market / Sector 10

Industry Trade Cell Market / Sector 11

Industry Trade Cell Market / Sector 12

Industry Trade Cell Market / Sector 13

Industry Trade Cell Market / Sector 14

Industry Trade Cell Market / Sector 15

  SURVEY DEFINITIONS + NOTES 

 

 

6

Urban Customer Surveys:

 

CUSTOMER SURVEYS

 

These surveys cover the Markets, Trade Cell, Towns, Products, Competitors, Operations and Product Flows in terms of the Prime Providers, Distributors, Immediate or Commercial Buyers, Retailers and End Users. Please read the Definition & Notes first.

 

SURVEYS

THE TARGET COMPANY TOWNS

INDUSTRY TOWNS

END USER SURVEYS

BUYER SURVEYS

DISTRIBUTION CHANNEL SURVEYS

INDUSTRY PERFORMANCE SURVEYS

 

SURVEY INDEX

THE TARGET COMPANY TOWNS

INDUSTRY TOWNS

END USER SURVEYS

BUYER SURVEYS

DISTRIBUTION CHANNEL SURVEYS

INDUSTRY PERFORMANCE SURVEYS

  SURVEY DEFINITIONS + NOTES 

 

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