Qualitative and related to a firm's goals.
Quantifiable and flexible.
Related to a firm's profitability.
Specific, measurable, and achievable.
External perception of the firm compared to its competition.
Firm's perception of itself compared to its competition.
Firm's percentage of market share.
Market's response to economic fluctuations.
Determine the current level of client satisfaction
Analyze the effectiveness of the firm’s past marketing efforts
Analyze the effectiveness of the firm’s client relationship management system
Focus marketing efforts to make effective use of a firm’s resources
Providing coverage when a firm is understaffed.
Validating information on clients and projects.
Designing a firm's marketing strategy.
Providing information on fees.
Prepare a news release identifying the market niche and announcing the firm's intent to enter the new area of practice.
Announce the firm's intent to enter the new area of practice to employees in an in-house newsletter.
Conduct additional research to identify other market niche opportunities before acting on the first one.
Inform management about the opportunity, and with management concurrence, bring about a new focus in the firm's marketing materials.
Facilitating client focus groups
Networking at a client industry trade show
Gathering data from U.S. Census Bureau
Conducting competitive analyses
Determine desired work.
Determine market size.
Determine market maturity.
A business publication conducting surveys to determine growth potential of a project delivery method.
A firm conducting a focus group to determine their clients’ perception of the firm’s services.
A business development professional meeting with a prospective client to determine when an RFP will be issued.
A marketing professional calling government agencies to determine funding availability for a municipal project.
Depends on an accounting of year-to-date costs for labor and expenses.
Requires a projection of increases or decreases in each market-cost line item.
Overlooks the goals of the marketing plan for the coming year.
Depends on a stable, established marketing effort.
Components of a firm's mission statement.
Useful in assessing the firm's marketing budget.
The basis for selecting target markets.
Critical for developing a public relations plan.