Marketing May/June 2015

Question 4

  • Explain five stages in marketing planning.
  • State five uses of feedback in marketing research.


Majority of the candidates did not attempt this question and those who did performed poorly.  The expected answers include:
(a)        Stages in marketing planning:

  1. Develop marketing objectives – the objectives should be specific, measurable attainable, realistic and clear.
  2. Develop the marketing strategies – these are broad actions to be taken.
  3. Develop marketing tactics – these are specific action to be taken by specific person at stipulated time.
  4. Implementation – the actual execution of the marketing objectives and strategies.
  5. Evaluation and control – the comparing of actual performance with standard and determining deviation for control purpose.