The Marketing Plan

The ____ allows for some flexibility to be built into marketing plans and budgets to allow for unexpected events.

contingency plan

The _____ is the beginning of a marketing plan that's just a few pages and is easy to read.

executive summary

The implementation plan should come before the action plan.

false

One of the main parts of the marketing plan, the _____ details the marketing budget, staff responsibilities, activities, timetable, and methods of controlling, measuring, and evaluating activities.

implementation plan

The type of plan that covers two years or less is a

marketing plan

A _____ is a few pages usually positioned at the beginning of a marketing plan that sum up the plan's main sections. It's for the organization's executives to quickly review.

marketing plan rational

Which of the following is not one of the three main components of a marketing plan?

situation analysis highlights

The three-year or longer marketing plan that's more general and less detailed than a tactical plan is called _____.

strategic marketing plan

The executive summary portion of the market plan should be no more than a couple of pages long.

true

The marketing plan can be thought of as a tactical plan.

true