Marketing Ch 2 Review

Provides an overview by highlighting critical points in the marketing plan.

• executive summary

• business description

• product positioning

• sales analysis

Contains sales history, as well as projections or forecasts of sales to be achieved.

• market analysis

• sales analysis

• executive summary

• business description

Outlines the product and the type of business (brick-and-mortar, online, or both).

• executive summary

• marketing goal

• business description

• metrics

Simple, clear statement of the results to be achieved by marketing efforts.

• marketing mix

• business description

• target market

• marketing goal

The process used to influence the customer's perception of a product.

• marketing mix

• product positioning

• sales analysis

• budget

The combination of elements used in a promotional campaign is known as the promotional _________.

________________ occurs when two or more businesses attempt to attract the same customers.

A large target market is sometimes divided into smaller market _____________ composed of smaller groups of people, businesses, or organizations with common characteristics or needs.

The specific group of customers at which a company aims its products or services is the company's _________________________.

As market planners conduct research to develop the marketing plan, they develop a(n) _________________ that lists the resources they have gathered for the plan.