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Unformatted text preview: 4. What tool helps a marketer conduct situational analysis a. Scenario planningintegrates information obtained as part of the situation and opportunity analysis steps of the marketing plan to better understand the potential performance outcomes associated with different marketing mix applications 5. What is STP a. Segmentation, targeting, positioning 6. Identify the steps of the scenario planning process a. Step 1: Asses strengths and weaknesses b. Step 2 : Asses opportunities and strengths c. Step 3 : Indentify different scenarios d. Step 4 : Apply the marketing mix to the different scenarios e. Step 5 : Asses the profitability of each scenario 7. How is scenario planning used in a firm a. Enables a firm to predict, monitor, and adapt to the ever-changing future...
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This note was uploaded on 09/18/2011 for the course MKT 201 taught by Professor Weinstock during the Spring '11 term at University of Miami.
- Spring '11