Ch. 2 The Marketing Plan

An assessment that lists and analyzes the company's strengths and weaknesses. SWOT is an acronym for strengths, weaknesses, opportunities, and threats.

• PEST Analysis

• Situation Analysis

• Marketing Plan

• Geographics

• SWOT Analysis

Scanning of outside influences on an organizations.

• PEST Analysis

• Situation Analysis

• Psychographics

• Sales Forecast

• SWOT Analysis

A formal, written document that directs a company's activities for specific period of time.

• Situation Analysis

• Demographics

• Marketing Plan

• SWOT Analysis

• Market Segmentation

A brief overview of the entire marketing plan.

• Executive Summary

• Situation Analysis

• Sales Forecast

• Performance Standard

• Pest Analysis

The study of the internal and external factors that affect marketing strategies.

• SWOT Analysis

• PEST Analysis

• Situation Analysis

• Market Strategy

• Marketing Plan

Identifies target markets and sets marketing mix choices that focus on those markets.

• Executive Summary

• Situation Analysis

• SWOT Analysis

• Marketing Strategy

• Market Segmentation

The projection of probable, future sales in units or dollars.

• Disposable Income

• Sales Forecast

• Marketing Plan

• Performance Standard

• Discretionary Income

An expectation for performance that reflects the plan's objectives.

• Executive Summary

• Marketing Strategy

• Performance Standard

• SWOT Analysis

• Marketing Plan

Statistics that describe a population in terms of personal characteristics, such as age, gender, income, martial status, and ethnic background.

• Market Segmentation

• Psychographics

• Disposable Income

• Geographics

• Demographics

The money left after taking out taxes.

• Performance Standard

• SWOT Analysis

• Discretionary Income

• Disposable Income

• Demographics