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n Is the trend for repeat orders to be smaller, larger or is this
static?

n When did the company last conduct a professional market research
programme? (Supplementary: How do you feel about the results?
Were they reliable? What have you done as a result of the research?
What has been the effect?)

n How do you market test new ideas? (Supplementary: Do you
market test your marketing ideas before plunging into major
investment? How do you do that?)

n How do you keep a calculating eye on emerging trends?
(Supplementary: Have you read the Popcorn report? What do you
think of it? Do you use the web for research into trends?)

n Were all your marketing objectives clearly measurable, realistic,
specific and worthwhile in terms of their contribution to the
strategic goals and return on investment? (Supplementary: If you
were to produce the plan again today, what would you do
differently?)

n How well was the market plan marketed internally?
(Supplementary: How was it communicated to every employee? Did
it achieve wholehearted senior management support from all
functions?)

n How is marketing expenditure allocated? (Supplementary: By
market segment? By product line? As a single overall budget? On
an ad hoc, as required, basis?)

n Can a Boston matrix (cash cows etc.) of current products and
services be readily produced?

n Where specifically are sales revenues falling? (Supplementary: Do
you have a clear understanding of why?)

n Is each part of the plan that fails to meet its objectives carefully
scrutinized to establish how it might be done better next time?
(Supplementary: Who does the evaluation? How reliable is it?)

n Is a comprehensive marketing audit carried out annually with
specific recommendations for improving next year’s performance?

n What business are you really in? (Supplementary: What customer
needs or wants do you exist to satisfy? What is the big picture of this
business in your mind? What business could you be in?)

n How do you feel about being prepared to abandon what has been
successful for a long time if the market changes? (Supplementary:
Are you planning to target the most exciting markets of the future?
What will they be in your opinion? What will give you a competitive
edge in new markets?)

160 Key management questions