Sally is in the new marketing department of a midsized lawn and garden company.She is working on the first marketing plan the firm has ever used.She has defined the mission and objectives,and she just finished a situation analysis for the firm.The next step is to
A) develop an advertising plan to promote the upcoming sales.
B) find marketing interns or hire new staff to help with implementation.
C) create pro forma financial statements to complete the package.
D) identify and evaluate opportunities by conducting segmentation, targeting, and positioning analysis.
E) use the Internet, catalogs, and vendor information to draw up a list of new products.

Question

Quizplus · Accepted Answer

The next logical step after completing a situation analysis is to identify and evaluate opportunities through segmentation, targeting, and positioning analysis to develop a successful marketing strategy. This would involve analyzing the needs and wants of different consumer groups, selecting the most viable target markets and developing a marketing mix to meet their specific needs. Developing an advertising plan, finding interns or new staff, creating pro forma financial statements, and drawing up a list of new products are important steps in the marketing process, but they come after identifying and evaluating opportunities through segmentation, targeting, and positioning analysis.

Sally Is in the New Marketing Department of a Midsized