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

Question

Quizplus · Accepted Answer

The executive summary in an annual marketing plan is meant to give a brief overview of the issues, objectives, strategy, and actions incorporated in the plan and their expected outcomes for quick management review. It is not meant to describe actions to be taken if specific threats or opportunities materialize during the planning period (A), specify goals in terms of sales volume, market share, and profit (B), or examine the past performance of the product and its marketing program (C).

The Executive Summary in an Annual Marketing Plan