When embarking on a new or modified marketing program, a company should conduct a(n) _____ first.
A) a priori segmentation analysis
B) mixed contingency analysis
C) complete situational analysis
D) vendor analysis

Question

Quizplus · Accepted Answer

Conducting a complete situational analysis is the best approach when embarking on a new or modified marketing program. This involves analyzing the company's internal strengths and weaknesses, as well as external opportunities and threats in the market. This helps to ensure a thorough understanding of the current situation before developing and implementing a marketing strategy. Choices A, B, and D may still be important components of the marketing program, but they do not provide as comprehensive of an analysis as a situational analysis.

When Embarking on a New or Modified Marketing Program, a Company