, Marketing Plan Handbook, 5th ed.
Discussion Questions and Sample Answers
Chapter 1 – Marketing Planning: New Pace, New Possibilities
1. How can a company hold marketing managers accountable for results when so many
elements in the marketing situation are beyond their control?
Sample answer: Although marketing managers can’t control the economy or many other
elements in the marketing environment, they can and should be alert to changes and trends
and carefully analyze potential opportunities and threats as they create and implement their
marketing plans. Marketing managers also have the advantage of being “close to the
customer,” being in touch with customers’ needs and watching for changes in behavior and
attitudes that drive shifts in purchasing and brand loyalty. Marketers must have the ability to
notice, interpret, and react to changes in the marketing environment so they can adjust
marketing plans and achieve their objectives despite the many uncontrollable elements they
face.
2. In what ways might an internal marketing strategy benefit a nonprofit organization? A
government agency that deals with the public?
Sample answer: A nonprofit would benefit from using internal marketing to solidify support
and reinforce the loyalty of employees, volunteers, contributors, and others inside the
organization. These groups need to stay informed about and maintain a positive attitude
toward the nonprofit’s marketing activities and results. In turn, these groups would be
encouraged to actively support external marketing programs through their personal
connections and their behavior and communications. Similarly, a government agency could
use internal marketing to build internal support for public contact programs, educate
employees about the agency’s mission and marketing, and improve understanding of the
people served by the agency.
3. A typical marketing plan covers a calendar year. Given the rapid pace of change in
today’s environment, should companies switch to preparing marketing plans for shorter
periods, such as three or six months?
Sample answer: Students who favor a shorter period may say that this will force marketers to
reevaluate the marketing situation and results more often and give them momentum to move
quickly in the event of significant changes. It will also force marketers to focus on the
immediate consequences of their planned activities. Students who do not favor a shorter
period may say that marketers need to balance short- and long-term results because building
relationships and loyalty can take time. They may also say that a marketing plan must cover
sufficient time to allow for situational analysis, research if needed, planning for
implementation, and evaluation of interim results. Marketers who create a plan for a
calendar year should be reassessing the situation on a regular basis and tracking results so
they can apply marketing control at any point.
4. What role do key performance indicators play in preparing for marketing plan
implementation?
Sample answer: To use key performance indicators, marketing managers select a few
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