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The AMA Handbook of Due Diligence by Andrew J. Sherman, William M. Crilly

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ENTITY Form 10-10
REF.
PREPARED BY REVIEWED BY
REVISION DATE SECTION PAGE
222
DISTRIBUTION CHANNELS - CHARACTERISTICS OF PRESENT SYSTEM
STRENGTHS AND WEAKNESSES OF THE PRESENT SYSTEM
What are the strengths of the present system?
What are the weaknesses of the present system?
What changes, if any, are contemplated to the present system?
HOUSE ACCOUNTS
What are the criteria for establishing house accounts?
COST AND/OR PROFIT ANALYSIS
Have analyses been performed as to the comparative costs and/or profitability of marketing through the various
channels? [ ] Yes [ ] No If so, what were the conclusions?
ENTITY Form 10-11
223
REF.
PREPARED BY REVIEWED BY
REVISION DATE SECTION PAGE
DISTRIBUTION CHANNELS - MISCELLANEOUS QUESTIONS
LICENSEES
Has the entity licensed any domestic or foreign firms to produce any of its products? [ ] Yes [ ] No If so,
please provide the details of the agreements.
FRANCHISEES
Has the entity franchised any domestic or foreign firms to sell its products? [ ] Yes [ ] No If so, please
provide the details of the agreements.
PRIVATE LABELS
Does the entity produce private label products for other firms? [ ] Yes [ ] No If so, please provide details of
the arrangements.
AVAILABILITY OF COMPUTERIZED ORDER SYSTEM
Does the entity provide customers with computerized inventory availability, pricing information and/or ordering
capability? [ ] Yes [ ] No If so, please provide details.
Does the entity supply: [ ] Only the software. [ ] Only the hardware. [ ] Both.
ENTITY Form 10-12
REF.
PREPARED BY REVIEWED BY
REVISION DATE SECTION PAGE
224
MARKET PLANNING AND RESEARCH - ORGANIZATION AND ACTIVITIES
ORGANIZATION
Does the entity have a formal market planning and research organization? [ ] Yes [ ] No If so:
What is the name and title of the individual heading this function?
What is the name and title of the person to whom the above manager reports?
How many people are assigned to this activity? _______
ACTIVITIES
In which of the following activities does this organization participate?
[ ] Sales forecasting. [ ] Marketing and Sales Department budgeting.
[ ] Competitive product analysis. [ ] Suggestions for new products.
[ ] Pricing recommendations. [ ] Recommending Marketing Department objectives.
[ ] Inputs to advertising program. [ ] Quota setting for sales activities.
[ ] _____________________________________ [ ] ________________________________________
[ ] _____________________________________ [ ] ________________________________________
PERFORMANCE
What have been this organization’s major contributions in recent years?
How accurate have this organization’s projections been?
[ ] Generally optimistic. [ ] Generally conservative. [ ] No pattern.
Other comments:
COMPETITIVE POSITION
How does this activity compare with those of the entity’s major competitors?
ENTITY Form 10-13
225
REF.
PREPARED BY REVIEWED BY
REVISION DATE SECTION PAGE
MARKET PLANNING AND RESEARCH - METHODOLOGY AND EXPENDITURES
SOURCES OF MARKETING INFORMATION
What trade associations provide useful marketing information?
What trade and general business publications provide useful marketing information?
METHODOLOGY
What methods are employed in carrying out the organization’s primary activities?
USE OF CONSULTANTS
Does the entity use independent marketing consultants? If so, what firms are used and what are their areas of
expertise?
MARKET PLANNING AND RESEARCH EXPENDITURES
MARKET PLANNING AND RESEARCH
EXPENDITURES
ACTUAL
20
ACTUAL
20
ACTUAL
20
BUDGET
20
PROJ.
20
Thousands Of Dollars $ $ $ $ $
Percent Of Net Revenues % % % % %
ENTITY Form 10-14
REF.
PREPARED BY REVIEWED BY
REVISION DATE SECTION PAGE
226
ADVERTISING - ORGANIZATION AND ACTIVITIES
ORGANIZATION
Does the entity have a formal advertising organization? [ ] Yes [ ] No If so:
What is the name and title of the individual heading this function?
What is the name and title of the person to whom the above manager reports?
How many people are assigned to this activity? _____
INTERNAL ACTIVITIES
In which of the following activities does the internal advertising organization participate?
[ ] Ad creation. [ ] Media selection.
[ ] Agency selection. [ ] Agency liaison.
[ ] Sales promotion. [ ] Public relations.
[ ] ___________________________________ [ ] _______________________________________
ADVERTISING AGENCY
Does the Entity utilize an advertising agency? [ ] Yes [ ] No If so:
Name: __________________________________ Account Executive: ________________________________
Address: ________________________________________________ Telephone:________________________
How long has this agency been employed? _____________
Who are the agency’s other major clients? __________________________ , __________________________ ,
_____________________________ , _____________________________ , ___________________________ .
Does the agency perform additional functions other than preparation and placement of advertising?
[ ] Yes [ ] No If so, what are they? __________________________________________________________,
_______________________________________ , ________________________________________________.
PREVIOUS ADVERTISING AGENCY
Who was the entity’s previous advertising agency?
Name: __________________________________ Account Executive: _________________________________

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