Marketing planning Flashcards
1
Q
What is marketing planning?
A
A framework which aims at providing direction to the company, so the company consistently meets high performance objectives
2
Q
What are some key marketing planning process questions?
A
- Where are we and how did we get here?
- Where are we heading?
- Where would we like to be?
- How do we get here?
- Are we on course?
3
Q
What is a business mission?
A
A broadly defined, enduring statement of purpose that distinguishes a business from competitors
4
Q
What two questions does a good business mission address?
A
- What business are we in?
- What business do we want to be in?
5
Q
A marketing audit assists in identifying:
A
- Key strategic issues
- Problem areas
- Opportunities
6
Q
In a SWOT analysis, the internal aspects are:
A
Strengths and weaknesses
7
Q
In a SWOT analysis, the external aspects are:
A
Opportunities and threats
8
Q
What are key ingredients in core strategy?
A
- Target markets
- Competitor markets
- Competitive advantage
