Chapter 25

Question 1

What are secondary resources for marketing plan input

Answer 1

All are taken from granted. e.g. EPB, government departments, chamber of commerce

Question 2

What are primary resources for marketing plan input

Answer 2

There are 4 categories
1- Personal interaction
2- Focusing group (group of people giving opinion without pressure)
3- Instrument (e.g. questionnaire)
4- Indirect references (one thing is selling with another one, e,g, laces with shoe, a bundle, a product line)

Question 3

Should questionnaire according to consumer level

Answer 3

Yes

Question 4

What is product line

Answer 4

Products that similar to each other

Question 5

What are characteristics of marketing plan

Answer 5

1- Provide a strategy
2- Based on fact and valid assumptions
3- Continuity (for next coming years)
4- Flexibility (Reebok shoes example)
5- Performance criteria