Discussion Questions What is Groupon and how does it work? What is Groupon’s market? What does this company do and how does it make money? What does Groupon do that makes businesses willing to pay for its services? Why is Groupon such a big deal? That is, why should consumers pay attention to what Groupon […]

These worksheets will assist you in writing a formal marketing plan. Worksheets are a useful planning tool because they help to ensure that important information is not omitted from the marketing plan.

This marketing plan was written using the worksheets in “Marketing plan worksheets”. As a result, this plan is consistent with the outline of the textbook.

Competing in today’s economy means finding ways to break out of commodity status to meet customers’ needs better than competing firms.

The process of strategic marketing planning can either be quite complex or relatively straightforward.

In this chapter, we begin the process of developing a marketing plan by examining key issues in collecting and structuring marketing information to assist in the formulation of marketing strategies.

Situation analysis, as discussed in Chapter 3, can generate a great deal of data and information for marketing planning

In this chapter, we begin our discussion of marketing strategy by examining customers, segments, and target markets.