Questions

1. What is the purpose of a marketing plan?

A) It is meant to be a document used for advertising a business’s marketing strategies to its competitors.

B) It is meant to be the guiding document used by marketing managers and teams to identify objectives and plan the tactical implementation of marketing mix tools.

C) It is meant to provide a guiding document that will dictate the business’s marketing and business objectives over the next five years.

Correct Answer

B) It is meant to be the guiding document used by marketing managers and teams to identify objectives and plan the tactical implementation of marketing mix tools.

2. When starting a presentation, what is the first crucial step to take?

A) Understand and present the facts and information you have in a precise and clear way.

B) Present yourself with confidence and speak clearly enough for your audience to understand you.

C) Consider your audience and what their needs are.

Correct Answer

C) Consider your audience and what their needs are.

3. What does a marketing plan do?

A) It generates little activity and is used primarily as a practice exercise.

B) It creates a report to be filed away and used in case of emergencies.

C) It captures the outputs from the marketing planning process into one cohesive document.

Correct Answer

C) It captures the outputs from the marketing planning process into one cohesive document.

LICENSES AND ATTRIBUTIONS

Self Check: Elements of the Marketing Plan. Provided by: Lumen Learning. License: CC BY: Attribution

Self Check: Presenting the Marketing Plan. Provided by: Lumen Learning. License: CC BY: Attribution

Self Check: The Marketing Plan in Action. Provided by: Lumen Learning. License: CC BY: Attribution

What Is Marketing?

Marketing Defined

Marketing Defined

Marketing in Action

Marketing in Action

The Marketing Concept

Marketing and Customer Relationships

Marketing and Customer Relationships

How Organizations Use Marketing

How Organizations Use Marketing

Value of Marketing

The Value of Marketing

Questions

Glossary

Marketing Function

Importance of Customer

Why Customers Matter?

Segmentation and Targeting Introduction

Defining Your Target Market

Communicating the Value Proposition

Value for the Customer

Communicating the Value Proposition

Evaluating Value Proposition Examples

Value Proposition Examples

Coffee Shop Marketing

Marketing Mix

Defining the Marketing Mix

Components of the Marketing Mix

Using the Marketing Mix

Finding the Right Marketing Mix

Chobani Case

Role of Marketing Plan

The Role of the Marketing Plan

Marketing Function

Analyzing Marketing Efforts

Module 2 Assignment: Submit Marketing Plan Template

Questions

Glossary

Segmentation and Targeting

Segmentation and Targeting Rationale

The Purpose of Market Segmentation and Targeting

Common Segmentation Approaches

Segmentation Criteria and Approaches

Segmentation Decisions

Choosing a Segmentation Approach and Target Segments

eHarmony Targets Women Case

Targeting and Marketing Mix

Targeting Strategies and the Marketing Mix

Case Study: Red Bull Wins the “Extreme” Niche

Segmentation and Targeting

Questions

Glossary

Marketing Strategy

Evaluate Alignment of Marketing Strategies

What Is Strategy?

Strategy and Tactics

The Mission Statement

Strategy and Objectives

Marketing Strategy Mechanics

Creating the Marketing Strategy

Optimizing the Marketing Mix

Implementation and Budget

Evaluating Marketing Results

Strategic Planning Tools

SWOT Analysis

BCG Matrix

Strategic Opportunity Matrix

Examples of Corporate Strategies

Market Penetration Example

Market Development Example

Product Development Example

Diversification Example

Customer Relationships

Customer-Relationship Strategies

Harley Davidson Customer Relationships

Marketing Strategy

Marketing Plan, Part I

Questions

Glossary

Ethics and Social Responsibility