Marketing Plan Executive Summary

The marketing plan helps determine the target market, the best way to reach them, and the price point of the product or service. True or False?

An executive summary should provide all the information your company’s executives need to make a decision without reading the rest of the marketing plan. True or False?

SWOT analysis stands for strengths, weaknesses, opportunities, and transactions. True or False?

Strengths and weaknesses in SWOT analysis are internal conditions of the company. True or False?

Opportunities and threats in SWOT analysis are external factors to the company. True or False?

A good SWOT analysis should capture a narrow range of factors to focus on specific trends. True or False?

SWOT analysis should only consider a single time frame to avoid missing important trends. (True/False)

The marketing plan executive summary should include a detailed market overview, product description, and rationale for investment. (True/False)

Sales potential refers to the maximum total revenue a company hopes to generate from a product. (True/False)

Forecasting methods for sales can include expert opinion, channel and customer surveys, and test markets. (True/False)

Correlational analysis estimates sales based on the trends of other variables. (True/False)

A market test is an experiment in which the company launches a new offering in the entire market. (True/False)

SWOT analyses should consider the perspectives of all areas of the firm, including shipping, sales, production, suppliers, and channel members. (True/False)

The strategy section in the marketing plan should not conclude that the proposed strategy is the best available. (True/False)

Time series techniques examine sales patterns in the past in order to predict sales in the future. (True/False)

Judgment techniques for forecasting sales rely solely on historical data and statistical models. (True/False)