Situational analysis, together with the organisations objectives form the basis for developing the marketing plan. Marketing plans are detailed documents; however, commonly, decision makers only read which section?
A) The introduction.
B) The marketing mix strategy.
C) The executive summary.
D) The conclusion and future recommendations.
E) None of the options listed.

Question

Quizplus · Accepted Answer

conduct a preliminary situation analysis. The executive summary provides a brief overview of the marketing plan. It outlines the main features of the marketing plan and is often the only part of the report that decision makers read. It therefore needs to effectively communicate all the key issues.

Situational Analysis, Together with the Organisations Objectives Form the Basis