Sami Poole recently graduated from an East Coast university and has joined a small start-up based in New York City. One of his first assignments is to work collaboratively with other members of the marketing team to draft the marketing plan for the next fiscal year. Sami is highly skilled in conducting secondary research and, as an alumnus of his university, he continues to have complimentary access to the university's library resources. He's now realizing how important data analysis is to firms and is glad he took a marketing research course. Sami is utilizing the library resources to uncover information about a variety of external factors that could provide opportunities or threats and is exploring such factors as competitive, economic, political, legal, regulatory, technological, and sociocultural. Which section of the marketing plan would be most appropriate for the information that Sami is obtaining through secondary market research?
A) environmental analysis
B) executive summary
C) marketing objectives
D) SWOT analysis

Question

Quizplus · Accepted Answer

Sami is conducting external research to uncover factors that may affect the company's marketing plan. This aligns with the environmental analysis section of the marketing plan, which assesses the external forces that impact the company's marketing strategy. The environmental analysis includes factors such as competitive, economic, political, legal, regulatory, technological, and sociocultural. The executive summary is a brief overview of the entire marketing plan, the marketing objectives section outlines the goals and targets of the plan, and the SWOT analysis evaluates the company's internal strengths and weaknesses as well as external opportunities and threats.

Sami Poole Recently Graduated from an East Coast University and Has