Essentials of Marketing 14th Edition by William Perreault, Joseph Cannon,Jerome McCarthy

Exercise 1

The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. Look through the "Customers" and "Competitors" sections in the Situation Analysis and consider the following questions.
a. What different types of marketing research were conducted to fill out these sections of the marketing Plan?
b. What are the strengths of the research conducted? What are the weaknesses?
c. Keeping in mind probable cost and time to complete, what additional research would you recommend?