Marketing Reading Guide
Topics: Marketing / Pages: 3 (536 words) / Published: Nov 6th, 2014

Reading Guide
Chapter 2
The Market Plan

What is a SWOT analysis and would does the acronym stand for.
Strength, Weakness, Opportunities, and Threats
What are the internal factors of SWOT analysis?
Some internal factors of SWOT analysis are the three C’s. Company, customers, and competition
What are the external factors of SWOT analysis?
Opportunities and threats
Discuss some of the questions that would be involved with both analysis?
Questions Include: reviews of the staff, the company’s financial situation,
Marketing Case Study: answer the question with the study on page 33.f
How does the price of Nikon’s cameras determine how they are promoted through TV, print, and Web ads and then distributed to customers?
The price would be determined on the cost of promotion through TV, print, and online. This is due to the spokesperson and the image they were looking to promote through advertising
What is a PEST analysis?
Is the scanning of outside influences on an organization
What are the components of a marketing plan? executive summary, a situation analysis, marketing goals/objectives, marketing strategies, and implementation
What is a marketing strategy?
Marketing Strategy- Identifies target marks and sets marketing mix choices that focus on those markets.

Being completed on Wednesday………………………………………..Complete page 15 & 16 in the workbook.


2.2 – Market Segmentation

1. What is market segmentation? The process of classifying people who form a given market into even smaller groups
2. What is a target market? When choosing the correct audience for your product
3. What sources do marketers use to find data for their research? They study data generated by government research
4. From pages 44 – 48, list and write notes on the 4 ways markets are segmented.
Demographics- refers to statistics that describe a population in terms of personal characteristics disposable income- is the money left

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