Benchmark Questionnaire

Direct Sales
Direct Marketing/Mail
Internet/ E-commerce
E-mail
Referral
Telephone/ Telephony
Trade Shows/Events
Walk in trade
Kiosk /point of Sale
Advertising Publications
Advertising Television
Advertising Cable
Public Relations
Promotion
Other

2. What kind of change has had the greatest impact on your business growth? (Check all that apply)

The changing economy
New technologies
The Internet/ e-commerce
International competition
New local competition
New products and business categories
Customer databases and datamarts
New market opportunities
Lower cost of technology / computers
New channels to reach customers
Other

3. What do you think will be the primary way in which you will get new business a year from now? (Check all that apply)

The Internet/e-commerce
E-mail
Direct Sales
Direct marketing/mail
Telephone/Telephony
Advertising in Publications
Advertising in Television
Advertising in Cable
Promotion by Fax
Customer Loyalty Programs
Wireless PDA's (palm Pilots)
In-store/ Point of Sale
Other

4. In the next year, how much of your new business will come from existing customers versus new customers?

0 ­ 25 % from existing customers
26 - 50 % from existing customers
51 - 75 % from existing customers
76 - 100 % from existing customers

5. How will you reach these existing customers? (Check all that apply)

Inserts in invoices / bills
Newsletter
Email
Web Communications
Direct Mail
In-store and point of sale
Advertising
Frequent buyer and loyalty programs
Discount Programs
Telephone
Fax
Other

6. Wherever you are with regard to marketing, please rank the following potential benefits of strategic marketing in order of importance to you 1= most important, 4 = least important

	1	2	3	4
Greater Sales to current customers
Greater Sales to new customers
More Revenues/ Profitability
Higher Customer Satisfaction/Retention
Higher Awareness of company and products