Aspy P. Palia
Credentials


Internet Bullseye Marketing Model

Guidelines
Target Market
Product (Offering)
Price
Promotion
Place (Distribution)
Marketing Environments
Summary Bullseye Marketing Score

developed with Mak Wai Keong based on
Strategic Internet Marketing by Tom Vassos
Indianapolis: IN, Que, 1996-1998.


Mak Wai Keong




Go to: Exercutive MBA DS660 Internet Marketing
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Go to: Chulalongkorn University Master of Management in International Business Studies 2602601 Electronic Commerce & Digital Enterprise
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Go to: MKT 361 Internet Marketing
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Guidelines

Please evaluate the offering on each of the criteria listed below.

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1.

Is the offering targeted at computer users?

[(0-1 = non-users); (2-4 = occasional users); (5-7 = regular users); (8-10 = advanced users)]
0 1 2 3 4 5 6 7 8 9 10
2.

Is the offering targeted at technology early adopters?

[(0-1 = laggards) ; (2-4 = late adopters) ; (5-7 = early adopters) ; (8-10 = innovators)]
0 1 2 3 4 5 6 7 8 9 10
3.

Does the offering appeal to a target market with above average levels of income (and/or their children) ?

[(0-1 = almost none); (2-4 = below average); (5-7 = average income); (8-10 = above average)]
0 1 2 3 4 5 6 7 8 9 10
4.

Does the offering appeal to a target market with above average levels of education (and/or their children) ?

[(0-1 = no education); (2-4 = below average); (5-7 = average education); (8-10 = above average)]
0 1 2 3 4 5 6 7 8 9 10
5.

Is the offering targeted at males (M) and/or females (F) for purchase (P) and use (U)?

[(0-1 = F P&U {Asia}); (2-4 = M U but F P); (5-7 = males P & U) ; (8-10 = M & F P & U)]
0 1 2 3 4 5 6 7 8 9 10
6.

Is the target market easy to identify (I) and reach (R) on the internet?

[(0-1 = cannot be I or R); (2-4 = difficult to I&R); (5-7 = somewhat easy); (8-10 = easy to I & R)]
0 1 2 3 4 5 6 7 8 9 10
7.

Are internet users part of the target market (TM)?

[(0-1 = not part of TM); (2-4 = small part of TM); (5-7 = large part of TM); (8-10 = 100% of TM)]
0 1 2 3 4 5 6 7 8 9 10

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1.

Is the product a computer- related (C-R)offering?

[(0-1 = not C-R); (2-4 = somewhat C-R); (5-7 = primarily C-R); (8-10 = computer offering)]
0 1 2 3 4 5 6 7 8 9 10
2.

Does the offering need to be seen (S), "e;tried on"e; (TO), and/or touched (T) before purchase?

[(0-1 = must S/TO/T); (2-4 = most S/TO/T); (5-7 = some S/TO/T); (8-10 = no need to S/TO/T)]
0 1 2 3 4 5 6 7 8 9 10
3.

Is the offering simple or complex to understand (U), configure (C), and order (O) - and can this process be automated (A) on Internet/Web?

[(0-1 = complex to U/C/O); (2-4 = simple to U/C/O); (5-7 = simple to U/C/O); (8-10 = complex to U/C/O)]
[(0-1 = difficult to A); (2-4 = somewhat difficult); (5-7 = somewhat easy); (8-10 = easy to A)]
0 1 2 3 4 5 6 7 8 9 10
4.

What is the nature of the offering?
Is it a physical product, a physical service, a virtual service, or intellectual property?

[(0-1 = physical service); (2-4 = physical product); (5-7 = virtual service); (8-10 = intellectual property)]
0 1 2 3 4 5 6 7 8 9 10
5.

Is the product a high-tech or low-tech offering?

[(0-1 = low-tech); (2-4 = neither low- nor high-); (5-7 = neither low- nor high- ); (8-10 = high-tech)]
0 1 2 3 4 5 6 7 8 9 10
6.

Is the product a commodity (C) product offering?

[(0-1 = not commodity); (2-4 = could become C); (5-7 = close to being a C); (8-10 = commodity)]
0 1 2 3 4 5 6 7 8 9 10
7.

Is the offering a new invention (NI) with unique capabilities and /or features (UC/F)?

[(0-1 = not a NI, no UC/F); (2-4 = a NI, no SCA UC/F); (5-7 = not a NI, UC/F); (8-10 = a NI with UC/F)]
0 1 2 3 4 5 6 7 8 9 10
8.

Is the product an offering with global relevance (R) and appeal (A)?

[(0-1 = only local/regional R&A); (2-4 = R in 1 country); (5-7 = R in few countries); (8-10 = global R&A)]
0 1 2 3 4 5 6 7 8 9 10
9.

Is it a highly focused niche niche offering (NO)?

[(0-1 = not niche offering); (2-4 = niche offering); (5-7 = niche offering); (8-10 = highly focused NO)]
0 1 2 3 4 5 6 7 8 9 10
10.

Is the offering a well-known (WK) brand (B) from a well-known company (C)?

[(0-1 = UK B from UK C); (2-4 = WK B from UK C); (5-7 = UK B from WK C); (8-10 = WK B from WK C)]
0 1 2 3 4 5 6 7 8 9 10

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1.

Are competitive offerings readily available from traditional channel members (such as retailers) locally?

[(0-1 = readily available); (2-4 = from some in region); (5-7 = from some in country); (8-10 = not available)]
0 1 2 3 4 5 6 7 8 9 10
2.

Can firm currently distribute the offering globally, or is distribution limited to a local/national market?

[(0-1 = local only); (2-4 = national); (5-7 = national + some other); (8-10 = global)]
0 1 2 3 4 5 6 7 8 9 10

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1.

Is the offering inexpensive or expensive?

[(0-1 = very expensive); (2-4 = very inexpensive); (5-7 = very inexpensive); (8-10 = mid-range)]
0 1 2 3 4 5 6 7 8 9 10
2.

Is there a need/requirement for frequent price changes (PC)?

[(0-1 = annual PC); (2-4 = quarterly/biannual PC); (5-7 = weekly/monthly PC); (8-10 = hourly/daily PC)]
0 1 2 3 4 5 6 7 8 9 10

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1.

Can traditional publicity and advertising be leveraged?

[(0-1 = no opportunity); (2-4 = some opp.); (5-7 = some opp.); (8-10 = tremendous opportunity)]
0 1 2 3 4 5 6 7 8 9 10

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Industry Cost Structure

1.

Does the internet provide a lower cost structure to market, deliver, and support the offering?

[(0-1 = no cost savings); (2-4 = lower cost structure); (5-7 = lower costs); (8-10 = dramatically lower costs)]
0 1 2 3 4 5 6 7 8 9 10

Competitive Environment

1.

Is the offering readily available (A) from competitors on and/or off the Internet?

[(0-1 = A both on/off); (2-4 = only A on); (5-7 = only A off); (8-10 = not A both on/off)]
0 1 2 3 4 5 6 7 8 9 10

Legal Environment

1.

Is the offering legally available (LA) and in high demand (HD)?

[(0-1 = not LA & in LD); (2-4 = LA & in LD); (5-7 = not LA & in HD); (8-10 = LA & in HD)]
0 1 2 3 4 5 6 7 8 9 10

Socio-Cultural Environment

1.

Is the offering socially acceptable (SA) and in high demand (HD)?

[(0-1 = not SA & in LD); (2-4 = SA & in LD); (5-7 = not SA & in HD); (8-10 = SA & in HD)]
0 1 2 3 4 5 6 7 8 9 10
2.

Is there an aspect of the offering which would benefit from anonymity during the sales cycle?

[(0-1 = not imp. at all); (2-4 = not very imp.); (5-7 = important to some); (8-10 = very important)]
0 1 2 3 4 5 6 7 8 9 10

Political Environment

1.

Will the population have complete and open access to the offering on the internet?

[(0-1 = censoring likely); (2-4 = politics not a factor); (5-7 = use politics to gain edge); (8-10 = govt. will promote prod.)]
0 1 2 3 4 5 6 7 8 9 10

Economic Environment

1.

Is economy (E) good (G) or bad (B), & are sales likely to peak (SP)in good (GE) or bad economic (BE) times?

[(0-1 = BE & SP in GE); (2-4 = BE & SP in BE); (5-7 = GE & SP in BE); (8-10 = GE & SP in GE)]
0 1 2 3 4 5 6 7 8 9 10

Technological Environment

1.

Is the technological environment of the target countries (Co), regions (R), or cities (C) advanced in terms of Internet infrastructure (II) and usage rates (UR)?

[(0-1 = weak II & low UR); (2-4 = weak-str. II & lo-hi UR); (5-7 = strong II & high UR); (8-10 = strong II & high UR)]
[(0-1 = in all Co, R, or Ci); (2-4 = in Co, R, or Ci); (5-7 = in UCs in 1 or 2 Co); (8-10 = in several UCs in many Cos)]
0 1 2 3 4 5 6 7 8 9 10

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Summary Bullseye Marketing Score

Marketing Criteria Score Total Possible Score Percentage Score Rank
Target Market 70
Product (Offering) 100
Place (Distribution) 20
Price 20
Promotion 10
Marketing Environment 80
Total 300

        



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