Marketing Management Paper 90

An insulation manufacturer talks to an executive at Wimpey to find out how much insulation material the company intents to use in building homes next year and then multiplies the estimate by the number of homes planned to be built over the country next year. The manufacturer is using a ------------ approach to measure sales potential.

A marketing audit primary purpose is to

Company sales forecasts are least likely to be based on

The sales prediction technique that is based on the relationship between sales and other factors--such as population density, per capita income, or family size--is

The sales forecasting method that consists of making a product available to buyers in one or more locations and measuring purchases is

BT is involved in a process of assessing marketing opportunities and resources, determining marketing objectives, and developing a plan for implementation and control, then BT is involved in

Marketing plans that cover a period of two to five years are

Although planning provides numerous benefits, some managers do not use formal marketing plans because

In the marketing planning cycle, the first stage is:

Marketing planning is a continuous process because