Chp2, The Marketing Plan

A formal written

document that directs a

company’s activities for a

specific period of time.

• Business Plan

• SWOT Analysis

• PEST Analysis

• Marketing Plan

An assessment of a company’s strengths

and weaknesses and the opportunities and

threats that surround it; SWOT: strengths,

weaknesses, opportunities, threats.

• The three C's

• PEST Analysis

• SWOT Analysis

• Marketing plan

The three "C's" of internal analysis are:

• Company

• Crisis

• Customers

• Competition

Strengths and Weaknesses refer to the ___________ areas of an organization and/or company.

• surrounding

• external

• internal

• far right

Opportunities and threats refer to the _____________ areas of a company and/or organization

• surrounding

• external

• internal

• circular

Select the 4 areas of a PEST analysis studied in class.

• Economic

• Strengths

• Technological

• Socio- Cultural

• Political

The basic parts of a Marketing plan are:

• Executive Summary, Scenic Analysis, Objectives, Marketing Strategies, Implementation, Evaluation and Control

• Executive Summary, Situation Analysis, Objectives, Marketing Strategies, Implementation, Evaluation and Control

• Executive Summary, Situation Analysis, Overview, Marketing Strategies, Implementation, Evaluation and Control

• Executive Summary, Situation Analysis, Objectives, Marketing Strategies, Implementation, Execution and Control

In a marketing plan, this section explains how objectives will be measured and who will evaluate

• Executive Summary

• Marketing Strategies

• Evaluation and control

• Situation Analysis

this section of the marketing plan describes what the plan will accomplish

• Situation Analysis

• Objectives

• Implementation

• Executive Summary

This section provides an examination of factors and trends that affect marketing strategies

• Implementation

• Executive Summary

• Evaluation and Control

• Situation Analysis