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 an environmental analysis which involves researching external factors that could impact the firm's marketing plan. This analysis typically includes factors such as competitive, economic, political, legal, regulatory, technological, and sociocultural. Therefore, the most appropriate section of the marketing plan for the information Sami is obtaining would be the environmental analysis section.

Sami Poole Recently Graduated from an East Coast University and Has