items in the external environment which may be a threat to your product’s
success and tell how two of these threats could be turned in to opportunities.
2. a. What are two important reasons for a marketing plan?
b. Why is the Mission Statement the first item in such a
plan?
c. Use a real or hypothetical organization or product and
make up a SWOT analysis of at least three items in each quadrant.
d. From the SWOT analysis, what looks like a good
opportunity for this company to pursue?
3. Give two examples each of the following inputs to the
Marketing Information System:
Internal data
Primary External Data
Secondary External Data
Why are multiple sources of data needed
4. What does it mean to “cross validate” or
“triangulate” results from marketing research? Why is this needed in
qualitative research?
Give two examples of biases that might exist in some form of
marketing research: test markets, interviews, focus groups, observation,
surveys, etc.
5. List five “trends” going on in society or the
world today and tell how you might market a product or service to capitalize on
one of these trends
