Marketing Research

Marketing Research Terms and Definitions

Submitted by:
BSBA E-41
Karen Angeline C. Gocila
Shyme Ann Nuñez
Rexie Briones
Mary Joy Aguilar
Rigor

Submitted to:
Mr. Christine Pontaron
 
Executive Summary
An executive summary, sometimes known as a management summary, is a short document or section of a document, produced for business purposes, that summarizes a longer report or proposal or a group of related reports, in such a way that readers can rapidly become acquainted with a large body of material without having to read it all. It will usually contain a brief statement of the problem or proposal covered in the major document(s), background information, concise analysis and main conclusions. It is intended as an aid to decision making by managers and has been described as possibly the most important part of business plan.

*For a standard business plan, the first paragraph of the executive summary should generally include:
Business name
Business location
What product or service you sell
Purpose of the plan will not go further than the executive summary.

Situational analysis
A situation analysis is the foundation of the strategic planning process for your marketing plan. It includes an examination of both the internal factors (to identify strengths and weaknesses) and external factors (to identify opportunities and threats). And also it is a systematic collection and evaluation of past and present economic, political, social, and technological data, aimed at identification of internal and external forces that may influence the organization's performance and choice of strategies, and assessment of the organization's current and future strengths, weaknesses, opportunities, and strengths.
A situational analysis defines and interprets the state of the environment of a person or organization. A situational analysis provides the context and knowledge for planning. A situational analysis describes an organization's competitive position,... [continues]

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