Marketing plan is a written document that provides the blueprint or outline of the
organizations marketing activities, including the implementation, evaluation and
control of those activities.
Mission statements seeks to answer the question what business
Marketing in Todays Economy
The Challenges and Opportunities of Marketing in Todays Economy
Power Shift to Customers Shift in power from marketers to consumers.
Customers often manipulate businesses because of their access to information.
Chapter 3 Review
Analysis alone is not a solution
Data is not the same as information
The benefits of analysis must wait the costs
Conducting a situation analysis is a challenging exercise
The internal environment the first aspect