... product? how is the product used? o Product positioning Evaluate how customers perceive the product in relation to competitor’s products or to other solutions they use to solve their ... Due to results Due to research Due to competition Other Describe planned changes Objectives e.g., customer analysis, market analysis, competitor analysis, exploratory ... benefits we offer our customers? - 20 - o Limit to important marketing ratios that are common to the industry e.g., sales cycle, advertising -to- sales, conversions from trial to purchase, website...