an assessment that list and analyzes the company’s strengths and weaknesses . It also includes the opportunities and the threats that surround it .
Scanning of outside influences on an organization
a written document that directs a company’s activities for a specific period of time .
A brief overview of the entire marketing plan.
is the study of the internal and external factors that affect marketing strategies.
identifies target markets and sets marketing mix choices that focus on those markets
a part of the marketing plan outlines a schedule of activities
expectation for performance that reflects the plan’s objectives performance standards are the measuring stick .