85. The key component of the marketing plan that synopsizes the plan's main points is called the _______. executive summary The first component of the marketing plan is an executive summary in which the main points of the plan are summarized. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 02-03 Analyze the characteristics of an effective mission statement. Topic: Executive Summary 86. The _______ section is often considered the foundation of a marketing plan because organizations must clearly understand their current situation to make strategic decisions about how to best move forward. situation analysis A situation analysis is the systematic collection of data to identify the trends, conditions, and competitive forces that have the potential to influence the performance of the firm and the choice of appropriate strategies. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 02-04 Explain the elements of a situation analysis. Topic: Situation Analysis
85. The key component of the marketing plan that synopsizes the plan's main points is called the _______. executive summary The first component of the marketing plan is an executive summary in which the main points of the plan are summarized. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 02-03 Analyze the characteristics of an effective mission statement. Topic: Executive Summary 86. The _______ section is often considered the foundation of a marketing plan because organizations must clearly understand their current situation to make strategic decisions about how to best move forward. situation analysis A situation analysis is the systematic collection of data to identify the trends, conditions, and competitive forces that have the potential to influence the performance of the firm and the choice of appropriate strategies. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 02-04 Explain the elements of a situation analysis. Topic: Situation Analysis