Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 21

A marketing strategy is dynamic. Companies must constantly monitor the marketing environment not only to create their marketing strategy but to revise it if necessary. Information about various forces in the marketplace is collected, analyzed, and used as a foundation for several marketing plan decisions. The following questions will help you to understand how the information in this chapter contributes to the development of your marketing plan.
Conduct a brief technology assessment, determining the impact that technology has on your product, its sale, or its use.
The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.