Preparing the marketing plan

Discuss the considerations involved in deciding marketing objectives.

1. What is a marketing audit and what is the purpose of it?

2. What are the principal decisions to be made when preparing the marketing plan?

3. What are the main criteria for the successful implementation of a marketing plan?

4. Discuss the pros and cons of standardising the marketing management process. Is a standardised process of more benefit to a company pursuing a national market strategy or a global market strategy?


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