Market Orientation Survey
1: QUESTIONNAIRE
1
1
QUESTIONNAIRE TO MEASURE THE LEVEL OF MARKET ORIENTATION OF A FIRM
The content of this supplementary note links with the following chapters: 1 (page 25), 2 (page 41), 18 (page 429)
How to fill in the questionnaire In the box to the right of each statement, rate the firm using a scale of 0 to 10. The rating scale has 11 positions (see below): a score of 0/10 means that you, personally, totally disagree with this description; a score of 10/10 means that you fully agree with the proposed description. The intermediate scores are there to qualify your judgment. Disagreement/agreement scale
Score out of 10 Agreement/ disagreement 0 Strongly disagree 1 2 3 4 5 6 7 8 9 10 Strongly agree
Neither agree nor disagree
Market-Driven Management: Supplementary web resource material
© Jean-Jacques Lambin, 2007 Published by Palgrave Macmillan
1: QUESTIONNAIRE
2
PART I
Inter-functional coordination 1-IC-1: 2-IC-2: 3-IC-3: 4-IC-4: We encourage direct contact with customers at all company levels and functions. Market information (on customers, competitors, distributors, ...) is diffused systematically to all departments within the firm. Marketing staff in our SBU spend time discussing customers’ future needs with other functional departments. We have interdepartmental meetings at least once a quarter to discuss market trends and developments.
Competitor orientation 5-CO-1: 6-CO-2: 7-CO-3: 8-CO-4: We systematically analyse the strengths and weaknesses of our direct competitors. We systematically analyse the threats coming from substitute products. We analyze the best practice of competition to improve the quality of our own offers. We are fast to respond to competitors’ actions directed at our customers. .
Distributor orientation If there are no independent distributors, write NA for not applicable. 9-DO-1: 10-O-2: 11-DO-3: 12-DO-4: We help our distributors to achieve their performance objectives by providing training and
1
1
QUESTIONNAIRE TO MEASURE THE LEVEL OF MARKET ORIENTATION OF A FIRM
The content of this supplementary note links with the following chapters: 1 (page 25), 2 (page 41), 18 (page 429)
How to fill in the questionnaire In the box to the right of each statement, rate the firm using a scale of 0 to 10. The rating scale has 11 positions (see below): a score of 0/10 means that you, personally, totally disagree with this description; a score of 10/10 means that you fully agree with the proposed description. The intermediate scores are there to qualify your judgment. Disagreement/agreement scale
Score out of 10 Agreement/ disagreement 0 Strongly disagree 1 2 3 4 5 6 7 8 9 10 Strongly agree
Neither agree nor disagree
Market-Driven Management: Supplementary web resource material
© Jean-Jacques Lambin, 2007 Published by Palgrave Macmillan
1: QUESTIONNAIRE
2
PART I
Inter-functional coordination 1-IC-1: 2-IC-2: 3-IC-3: 4-IC-4: We encourage direct contact with customers at all company levels and functions. Market information (on customers, competitors, distributors, ...) is diffused systematically to all departments within the firm. Marketing staff in our SBU spend time discussing customers’ future needs with other functional departments. We have interdepartmental meetings at least once a quarter to discuss market trends and developments.
Competitor orientation 5-CO-1: 6-CO-2: 7-CO-3: 8-CO-4: We systematically analyse the strengths and weaknesses of our direct competitors. We systematically analyse the threats coming from substitute products. We analyze the best practice of competition to improve the quality of our own offers. We are fast to respond to competitors’ actions directed at our customers. .
Distributor orientation If there are no independent distributors, write NA for not applicable. 9-DO-1: 10-O-2: 11-DO-3: 12-DO-4: We help our distributors to achieve their performance objectives by providing training and