Marketing is an important part of any business and the product produced by that business. It is difficult, if not impossible, for a business to succeed if any of the details for marketing the product are neglected. Regardless of the greatness of a product, unless consumers know about it, are convinced of its greatness, and can obtain the product, success will be limited.

This screening tool is an instrument that assesses a product, the marketing plan and marketing conditions for achieving optimal marketing success. It is an interactive tool; no recommendations, marketing plan, or interpretations will result from the interaction. Instead, strengths and/or weaknesses in marketing awareness and readiness should be gleaned from using the tool. Hopefully, a broad perspective of the dynamics of marketing based on current research will be obtained.

The tool is designed for and targets clientele/entrepreneurs who have a specific product identified, have a complete marketing plan for the specific product and want an assessment of the probability of this product succeeding in the market. The assessment will not be as accurate if "just any" value-added product, rather than a specific product, is considered. Remember, the results will not be a detailed analysis nor will the feedback be a personal guidance or final answer on marketing. The result will be a score indicating the likelihood of a product's success in the market. This assessment will give you a better indication of the degree of market success your product might have, and if the marketing plan for the product is the best for your product and business.

This is a very thorough market assessment tool. There are 45 statements for you to address. It is estimated that it will take approximately 30 minutes to completely participate, score and explain this tool.

	Filling in the "Personal Information" section of this assessment form is optional. If you wish, you can submit the form anonymously.
	The assessment tool consists of 45 statements. These statements are presented in six sections:    — Market Research and Analysis    — Marketing and Financial Objectives and Goals    — Marketing Strategies    — Marketing Tactics    — Marketing Budget    — Monitoring and Evaluating Market Response
	As you read each statement, read it as though it was written for you and your specific product and marketing plan. In the statements "my product" refers to your product — the one you have identified and have or hope to produce. "Competitive" products refer to products that would be competing with or can be substituted for your product.
	After reading each statement, select the response that most closely describes your product and your situation. Remember, the more realistic you are in selecting your response, the more accurate the assessment.
	Although the tool is presented in sections, NO score or assessment will be given unless there is a response given to ALL statements in each of the sections.

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