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16.5 Discussion Questions and Activities
In addition to CMOs, why do you believe so many other employees participate in marketing planning?
What is the most important part of a marketing plan? Why? What is the least important? Why?
Why doesn’t the execution of a marketing plan necessarily follow the same order as the plan itself?
What is the most important part of a marketing audit? Why? What is the least important part? Why?
Pick a product with which you are very familiar and create a simple marketing plan for it. Focus on one market segment.
Conduct an audit of a company’s marketing plan as if you were a consultant. Selecting a relatively new consumer product may be easier because it is likely to have more press available that you can use for data.