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1. Welcome!

This assessment tool can be used to get a reasonable impression of the quality of the marketing and public relations activities in your organization.

You could use results of this assessment tool to: 1) ensure a strong foundation from which to add a product or program or undertake a major change effort; 2) do an internal analysis as part of an overall strategic planning activity; 3) develop a common understanding among leaders regarding what needs to be done in your business; and 4) assess how the operations in your organization compare to various "best practices."

The assessment tool is divided into different categories of specific performance indicators, including: Market Research, Advertising, Public Relations, Customer Service and Sales.

Each indicator is marked as Essential (“E”), Recommended (“R”), or Additional (“A”) practices for the typical organization.

Next to each specific indicator are choices, including “Met,” “Needs Work,” “Not Applicable,” and “Don’t Know.” After reading each indicator, place a check mark under the appropriate choice as to how your organization performs to that indicator.

After you have completed the assessment, print out the results by using the "Print" command in your browser (probably available by clicking on the "File" command). Notice which areas need work, especially those marked "E".

References to Boards of Directors apply to organizations formed as corporations, whether for-profit or nonprofit.

This on-line assessment tool is provided by Authenticity Consulting, LLC (www.authenticityconsulting.com) and has been adapted from a tool developed by the Greater Twin Cities United Way.

Question Title

* 1. MARKET RESEARCH (REGARDING EACH PRODUCT) -- The following indicators are in regard to ensuring that the business has strong understanding of its markets and the needs and wants of each target market.

  Met Needs Work Not Applicable Don't Know
a. Market research has verified there are specific target market(s) that have specific need(s) for the product. (E)
b. Market research has verified what each target market is willing to pay for the product. (R)
c. Market research has verified the optimum pricing structure for each target market for the product. (E)
d. Market research has verified the optimum packaging, or method of providing the product, for optimum access and convenience for each target market. (R)
e. Market research has identified all or most of the competitors for the product for each target market. (E)

Question Title

* 2. ADVERTISING (REGARDING EACH PRODUCT) -- The following indicators are in regard to ensuring that the target markets retain strong awareness and desire for each product.

  Met Needs Work Not Applicable Don't Know
a. The organization has established a unique value proposition for each product, or statement of why each target should buy the product from that business, rather than from its competitors. (E)
b. The organization has developed powerful descriptions of the product that conveys the unique benefits of the product to each target. (E)
c. Descriptions of the product are customized and delivered (advertised) in communication channels (TV, radio, etc.) most preferred and accessible by each target market. (E)
d. Advertisements are evaluated to ensure they increase or sustain sufficient customer purchases. (R)
e. Customers are asked where they heard about the product and what led them to buy from the organization. (R)
f. Specific responsibilities are established to ensure that advertisements are delivered and evaluated on a timely basis. (R)

Question Title

* 3. PUBLIC RELATIONS (REGARDING THE ENTIRE COMPANY) -- The following indicators are in regard to ensuring that each stakeholder group has a strong positive image of the company.

  Met Needs Work Not Applicable Don't Know
a. The organization has identified each of the major types of stakeholders that should have a positive image of the company, including customers, investors, community leaders, etc. (R)
b. The organization has articulated the image that it wants each different stakeholder group to believe about the organization, for example, investors to trust the company, community leaders to see the company as a good neighbor, etc.. (R)
c. Various means and tools are identified to cultivate the preferred image among the various stakeholder groups, for example, advertisements, public presentations, contributions to neighborhood efforts, etc. (E)
d. Specific responsibilities are established to ensure the means and tools are utilized by certain dates. (R)

Question Title

* 4. CUSTOMER SERVICE AND SALES -- The following indicators are in regard to ensuring strong sales, customer service and quality management.

  Met Needs Work Not Applicable Don't Know
a. Target markets (identified from market research) are regularly reviewed to generate leads for making sales. (E)
b. Leads are contacted on a regular basis to generate awareness, interest and closings/contracts for each product. (E)
c. All employees who work with customers are trained on best practices in customer service. (R)
d. Customer satisfaction, product defects and product-returns are measured regularly and results are used to update product design and delivery and also update trainings on customer service. (R)
e. Performance indicators (financial, etc.) exist for each product and the progress toward each indicator is evaluated on a regular basis. (R)
f. Adjustments are made to production, delivery and communication regarding the product as based on results of the evaluation. (R)
g. All product activities are highly integrated to accomplish optimum effectiveness in production, delivery and communication about products. (R)
If you're satisfied with your answers, we encourage you to print your completed questionnaire (using the "Print" command in the "File" menu of your internet browser).

Look at those items that are marked as "Needs Work". You might see the topic about Marketing and Public Relations in the Free Management Library at http://www.managementhelp.org to address those items.

Clock on DONE when you are finished with the assessment.
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