Setting The Course

• Defining opportunities - needs analysis
• Due diligence research (M&A)
• Targeting appropriate segments
• Modeling adoption and penetration
• Setting appropriate revenue goals

Responding To Market Changes

• Repositioning
• Brand extensions
• Litigation research
• Licensing and M&A research

Formulating The Marketing Plan

• Product and service portfolio development
• Positioning
• Pricing strategies
• Communication programs
• Channel choices
• Responding to global and diverse markets

Monitoring Marketing Effectiveness

• Assessing advertising effectiveness
• Brand loyalty and equity
• Customer satisfaction research
• Measuring sales force and channel effectiveness
• Tracking performance