This is “Discussion Questions and Activities”, section 16.5 from the book Marketing Principles (v. 2.0). For details on it (including licensing), click here.

For more information on the source of this book, or why it is available for free, please see the project's home page. You can browse or download additional books there. To download a .zip file containing this book to use offline, simply click here.

Has this book helped you? Consider passing it on:
Creative Commons supports free culture from music to education. Their licenses helped make this book available to you. helps people like you help teachers fund their classroom projects, from art supplies to books to calculators.

16.5 Discussion Questions and Activities

Discussion Questions

  1. In addition to CMOs, why do you believe so many other employees participate in marketing planning?
  2. What is the most important part of a marketing plan? Why? What is the least important? Why?
  3. Why doesn’t the execution of a marketing plan necessarily follow the same order as the plan itself?
  4. What is the most important part of a marketing audit? Why? What is the least important part? Why?


  1. Pick a product with which you are very familiar and create a simple marketing plan for it. Focus on one market segment.
  2. Conduct an audit of a company’s marketing plan as if you were a consultant. Selecting a relatively new consumer product may be easier because it is likely to have more press available that you can use for data.

We want to hear your feedback

At Flat World Knowledge, we always want to improve our books. Have a comment or suggestion? Send it along!