MARKETING PLAN EXERCISE

These end-of-chapter marketing plan exercises are designed to help you use what you learned in the chapter to build a strategic marketing plan for a company of your choosing. Once you've completed the marketing plan exercise for each chapter in Part 1 of this textbook, you can complete the Part 1 Marketing Planning Worksheet on your companion Web site at www.cengage.com/marketing/lamb.

In the first part of this exercise (Chapter 2) you described your chosen company, wrote its mission statement, and set its marketing objectives. Use the following exercises to guide you through the next part of your strategic marketing plan:

1. Identify any ethical issues that could impact your chosen firm. What steps should be taken to handle these issues?

2. How should your company integrate corporate social responsibility into its marketing plan?

3. In addition to suggestions for philanthropic responsibilities, write up a brief code of ethics for your firm. To see other codes of ethics, go to www.iit. edu/libraries/csep/codes/coe.html.