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Discussion Questions and Activities

15 January, 2016 - 09:19

DISCUSSION QUESTIONS

  1. In addition to CMOs, why do you believe so many other employees participate in marketing planning?
  2. What is the most important part of a marketing plan? Why? What is the least important? Why?
  3. Why doesn’t the execution of a marketing plan necessarily follow the same order as the plan itself?
  4. What is the most important part of a marketing audit? Why? What is the least important part? Why?

ACTIVITIES

  1. Pick a product with which you are very familiar and create a simple marketing plan for it. Focus on one market segment.
  2. Conduct an audit of a company’s marketing plan as if you were a consultant. Selecting a relatively new consumer product may be easier because it is likely to have more press available that you can use for data.