 | Review Questions
(See related pages)
- What is a marketing plan and why is it a company's most important document?
- What are some examples that illustrate the difference between need-satisfying objectives and sales-target objectives?
- What are the various approaches to developing a positioning strategy?
- What basic elements should be included in a top-down marketing plan?
- How can small companies use bottom-up marketing to become big companies?
- What are the differences between a company's objectives, strategies, and tactics?
- What is synergy and how is it created by IMC?
- What are the elements of an advertising plan and an advertising strategy?
- What types of companies tend to use the percentage-of-sales method? Why?
- How might a packaged foods manufacturer use the share-of-market/share-of-voice method to determine its advertising budget?
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