Discussion

• Assess what makes an effective marketing plan. You can be generic in your answer or use a specific brand or product in your response.

• An entrepreneurial neighbor admits to you that he does not have a marketing plan. Instead of a marketing plan, he religiously follows his business plan, which has elements of a marketing plan. Analyze this statement and provide a rationale response based on what you know about marketing plans and what it takes to have a successful business, brand, product, or service.