Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 7

Throughout the rest of this book, these end-of-chapter marketing plan exercises wil help you build a strategic marketing plan for a company of your choosing. The company you choose should be one that interests you, such as the manufacturer of your favorite product, a local business where you would like to work, or even a business you would like to start yourself to satisfy an unmet need or want. Once you've completed the marketing plan exercise for each chapter in Part 1 of this textbook, you can complete the Part 1 Marketing Planning Worksheet on your companion Web site at www.cengage.com/marketing/lamb. Use the following exercises to guide you through the first part of your strategic marketing plan:
Write the mission statement of your company, keeping in mind the benefits offered to customers rather than the product or service sold. If you are starting the online arm of a traditional store, should you make any changes to the company's overall mission statement?