Question 4
- Explain five stages in marketing planning.
- State five uses of feedback in marketing research.
Observation
Majority of the candidates did not attempt this question and those who did performed poorly. The expected answers include:
(a) Stages in marketing planning:
- Develop marketing objectives – the objectives should be specific, measurable attainable, realistic and clear.
- Develop the marketing strategies – these are broad actions to be taken.
- Develop marketing tactics – these are specific action to be taken by specific person at stipulated time.
- Implementation – the actual execution of the marketing objectives and strategies.
- Evaluation and control – the comparing of actual performance with standard and determining deviation for control purpose.