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A difficulty when a marketing plan fails is determining whether it is primarily due to a poor plan or poor implementation. Describe the grid which results from considering (1)good and bad
marketing planning and (2)good and bad marketing implementation. What are the outcomes of each combination?
Strategic Role
The function and importance of a particular activity or entity within the broader context of achieving long-term objectives.
Product Portfolio
The collection of all products or services offered by a company, considered especially in terms of their relative competitive positions and market appeal.
New-product Protocol
A guideline or plan that outlines the process of developing and launching a new product, including stages from initial idea generation to market launch.
Environmental Scanning
The ongoing process of collecting information about external factors that might affect an organization's future plans and operations.
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