MKT 338 Final: MKT_338_Study_Guide_Exam_#..docx
Document Summary
*this guide pertains only to short-essay, not to multiple choice and true/false part of exam. Answers what do we want to become? . Detailed formulation of the actions needed to carry out the marketing program; an action document the handbook for marketing implementation, evaluation, and control. Not the same as a business plan. Requires a great deal of information from many different sources. Establishing a strategic focus: marketing goals and objectives. Synopsis of the major aspects of the marketing plan. Formal statements of desired and expected outcomes of the marketing plan. Broad, simple statements of what is to be accomplished. Increase brand awareness by x pts by x date: marketing strategy. Be prepared to discuss and apply to a given situation the components that comprise an industry structure analysis (porter"s 5 forces). You need to know the 5 forces and what they mean. (slide #19: threat of new entrants- ease of entry increases competition in an industry.
