The Executive Summary in an Annual Marketing Plan

question 21

Multiple Choice

The executive summary in an annual marketing plan:

• A)describes actions to be taken if specific threats or opportunities materialise during the planning period
• B)specifies the goals to be accomplished in terms of sales volume,market share and profit
• C)examines the past performance of the product and the elements of its marketing program such as distribution and promotion
• D)presents a short overview of the issues,objectives,strategy and actions incorporated in the plan and their expected outcomes for quick management review

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Definitions:

Customer Needs

The requirements and desires of consumers that they seek to fulfill when purchasing goods or services.

New Products

Items introduced to the market for the first time, offering innovation or improvements compared to existing offerings.

Product Improvements

Modifications made to existing products to enhance their performance, appeal, or to expand their market reach.

Product Modifications

Adjustments or improvements made to a product’s design, features, or performance to meet customer needs or capture market share.