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All 20 Flashcards — Marketing planning
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Question
What is a marketing plan?
Answer
A written document outlining marketing objectives, strategies and actions needed to achieve them — the roadmap for marketing.
💡 Hint
Written roadmap
Question
Name three benefits of having a marketing plan
Answer
Gives direction, helps allocate resources efficiently, provides benchmarks to measure success.
💡 Hint
Direction + resources + benchmarks
Question
What are the five steps of marketing planning?
Answer
1) Analyse market, 2) Set objectives, 3) Choose strategies/tactics, 4) Implement, 5) Monitor and adjust.
💡 Hint
Analyse → Set → Choose → Do → Check
Question
A marketing plan = written document with ___
Answer
Objectives, strategies and actions needed to achieve marketing goals.
💡 Hint
Objectives + strategies + actions
Question
Name four key elements of a marketing plan
Answer
Objectives, market analysis, target market, marketing mix (4/7 Ps), budget, timescales, evaluation methods.
💡 Hint
Objectives, analysis, mix, budget
Question
Planning cycle: analyse → plan → implement → ___ → ___
Answer
Evaluate → Adjust. Then the cycle repeats.
💡 Hint
Evaluate → Adjust
Question
Why is a marketing plan useful for securing finance?
Answer
Investors and banks want to see a clear plan — it shows the business is organised and has thought ahead.
💡 Hint
Investors want to see a plan
Question
What tools can be used in Step 1 (analyse the market)?
Answer
SWOT analysis, STEEPLE analysis, market research.
💡 Hint
SWOT + STEEPLE + research
Question
Benefits of a marketing plan include direction, benchmarks and ___
Answer
Attracting investors — a clear plan shows the business is organised.
💡 Hint
Attracting investors
Question
Name two limitations of a marketing plan
Answer
Markets change fast (plan becomes outdated), relies on accurate research, may limit flexibility if followed too rigidly.
💡 Hint
Outdated + rigid
Question
Why is marketing planning a cycle, not a one-off event?
Answer
Markets constantly change — the plan must be monitored, evaluated and adjusted over time.
💡 Hint
Continuous adaptation
Question
What does 'market analysis' include in a marketing plan?
Answer
Research on customers, competitors and market trends.
💡 Hint
Customers + competitors + trends
Question
Why include evaluation methods in a marketing plan?
Answer
To measure whether the marketing activities are actually working — you need benchmarks for success.
💡 Hint
Measure success
Question
Why might a marketing plan limit flexibility?
Answer
If followed too rigidly, the business may miss opportunities or fail to respond to unexpected changes.
💡 Hint
Too rigid = missed chances
Question
Limitations include outdated data and ___
Answer
Reduced flexibility — following the plan too rigidly may miss new opportunities.
💡 Hint
Rigidity
Question
Good marketing plans are ___ documents, not filed away
Answer
Living documents — they adapt when things change rather than being forgotten.
💡 Hint
Living, not static
Question
Quick: Marketing plan elements (name 4)?
Answer
Objectives, market analysis, target market, marketing mix, budget, evaluation.
💡 Hint
O-A-T-M-B-E
Question
Step 5 of marketing planning is?
Answer
Monitor, evaluate and adjust — check if it's working and change course if needed.
💡 Hint
Monitor + adjust
Question
A marketing plan helps allocate ___ efficiently
Answer
Resources — budget, staff time and marketing spend are directed toward clear goals.
💡 Hint
Resources
Question
Exam tip for marketing plan questions?
Answer
Pick TWO elements and explain them clearly with reference to the case study business.
💡 Hint
Two elements + case study
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Topic 4.2 hub
Marketing planning
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