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

Exercise 5

Decisions about which market opportunities to pursue, what customer needs to satisfy, and how to reach potential customers are not made in a vacuum. The information provided by marketing research activities is essential in developing both the strategic plan and the specific marketing mix. Focus on the following issues as you relate the concepts in this chapter to the development of your marketing plan.
Determine whether or not this information can be obtained from secondary sources. Visit the websites provided in Table 5.3 as possible resources for the secondary data.

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.caaengagebrain.com.