WEEK 7 Flashcards
Presents a short brief summary of the main
goal and recommendations of the plan for the
management review
Executive summary
Describes the target market and the
company’s position in it. This section includes:
Current marketing
situation
defines the market and
major segments.
Market description
shows sales, prices and
gross margin of the major products in the
product line.
Product review
identifies major
competitors and assesses their market
position and strategies for product quality,
pricing, distribution, and promotion.
Review of competition
evaluates recent sales
trends and other developments in major
distribution channels.
Review of distribution
Assesses major ___________ that the product might face, helping management to anticipate important positive or negative developments that might have an impact on the firm and its strategies.
Threats and Opportunities
States the marketing objectives that the
company would like to attain during the plan’s
term and discusses key issues that will affect
their attainment.
Objectives and issues
Outlines the broad marketing logic by which
the business unit hopes to create customer
value and relationships
Marketing strategy
Spells out how marketing strategies will be
turned into specific action programs that
answer the following questions: what will be
done? When will it be done? Who will do it?
How much will it cost?
Action Program
a projected profit-and-loss statement. It
shows expected revenues and expected costs
of production, distribution, and marketing.
Budgets
Outlines the control that will be used to
monitor progress and allow higher
management to review implementation
results and spot products that are not meeting
their goals.
Controls
