Marketing Plan Handbook 5th Edition Solution Manual

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Marketing Plan Handbook, 5th ed.Discussion Questions and Sample AnswersChapter 1–Marketing Planning: New Pace, New Possibilities1.How can a company hold marketing managers accountable for results when so manyelements in the marketing situation are beyond their control?Sample answer: Although marketing managers can’t control the economy or many otherelements in the marketing environment, they can and should be alert to changes and trendsand carefully analyze potential opportunities and threats as they create and implement theirmarketing plans. Marketing managers also have the advantage of being “close to thecustomer,” being in touch with customers’ needs and watching for changes in behavior andattitudes that drive shifts in purchasing and brand loyalty.Marketers must have the ability tonotice, interpret, and react to changes in the marketing environment so they can adjustmarketing plans and achieve their objectives despite the many uncontrollable elements theyface.2.In what ways might an internal marketing strategy benefit a nonprofit organization? Agovernment agency that deals with the public?Sample answer: A nonprofit would benefit from using internal marketing to solidify supportand reinforce the loyalty of employees, volunteers, contributors, and others inside theorganization. These groups need to stay informed about and maintain a positive attitudetoward the nonprofit’s marketing activities and results. In turn, these groups would beencouraged to actively support external marketing programs through their personalconnections and their behavior and communications. Similarly, a government agency coulduse internal marketing to build internal support for public contact programs, educateemployees about the agency’s mission and marketing, and improve understanding of thepeople served by the agency.3.A typical marketing plan covers a calendar year. Given the rapid pace of change intoday’s environment, should companies switch to preparing marketing plans for shorterperiods, such as three or six months?Sample answer: Students who favor a shorter period may say that this will force marketers toreevaluate the marketing situation and results more often and give them momentum to movequickly in the event of significant changes. It will alsoforcemarketersto focuson theimmediate consequences of their planned activities. Students who do not favor a shorterperiod may say that marketers need to balance short-and long-term results because buildingrelationships and loyalty can take time. They may also say that a marketing plan must coversufficient time to allow for situational analysis, research if needed, planning forimplementation, and evaluation of interim results. Marketers who create a plan for acalendar year should be reassessing the situation on a regular basis and tracking results sothey can apply marketing control at any point.4.What roledo key performance indicators play in preparing for marketing planimplementation?Sample answer: To use key performance indicators, marketing managers select a few

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