I. Overall Orientation: Values, Beliefs and Behaviour
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1. Who takes the customer's perspective ?
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Understanding and responding to
customer requirements is marketing's
job.
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All functions and activities are
integrated in serving the needs of
our target customers.
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2. Senior management's priorities and interests ?
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Internal concerns takes precedence -
time for customer visits is seldom
available.
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Customer and competitor issues are
of paramount importance. They
schedule regular visits and actively
solicit customer feedback.
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3. Emphasis in orienting the business toward serving the needs and wants of chosen
markets.
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Emphasis is on selling to whomever
will buy.
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All decisions start with the
customer and opportunities for
advantage.
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4. How is market knowledge sharing viewed ?
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The flow of information about
customers is impeded by silo
mentality.
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We freely share information about
customers and successful and
unsuccessful customer experiences
across all business functions.
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5. Emphasis in strategy development ?
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Our business strategies are reactive
and focused on short term.
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Our business strategies are guided
by our shared beliefs about how we
can create value for customers.
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6. Orientation to target competitors ?
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We are slow to respond to
competitors.
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Everyone strives to outperform the
target competitors.
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7. Relationships with customers ?
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Emphasis is on one time transactions.
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Emphasis is on building long term
relationships.
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8.Management of quality ?
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Emphasis is on conformance to
achieving internal standards.
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Achievement of superior
market-perceived quality is a high
priority for all functions.
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9. How well is market thinking at the top communicated and implemented throughout
the organization ?
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poorly
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successfully
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