Marketing: The Core 4th Edition by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes

Exercise 13

Using Chapter 2 and Appendix A as guides, focus your marketing plan by ( a ) writing your mission statement in 25 words or less, ( b ) listing three non-financial goals and three financial goals, ( c ) writing your competitive advantage in 35 words or less, and ( d ) creating a SWOT analysis table.