Introduction to Marketing
Unit 1: The World of Marketing
Chapter 2: The Marketing Plan
Name ____________________
Period ______ Score ______
demographics
discretionary income
disposable income
environmental scan
executive summary
geographics
market segmentation
marketing plan
marketing strategy
mass marketing
____________________ 1.
Assessment tool used by organization to determine its
strengths, weaknesses, opportunities, and threats.
____________________ 2.
Analysis of outside influences that impact an
organization.
____________________ 3.
Dividing the total market into smaller groups of people
who share specific needs and characteristics.
____________________ 4.
Money left after taking out taxes.
____________________ 5.
Study of the internal and external factors that impact a
marketing plan.
____________________ 6.
Statistics that describe a population in terms of personal
characteristics.
____________________ 7.
A written document that provides direction for the
marketing activities of a company for a specified period
of time.
____________________ 8.
Marketing mix decisions that focus on selected target
markets.
____________________ 9.
Using a single market strategy to reach all customers.
____________________ 10.
A brief overview of the entire marketing plan.
____________________ 11.
Refers to segmentation of a market based on where
people live.
____________________ 12.
Involves the study of consumers based on lifestyle, and
the attitudes and values that shape it.
___________________
Money left after paying for basic living necessities, such
a as food, shelter, and clothing.
13.
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psychographics
situation analysis
SWOT analysis
Marketing Application Chapter 2: SWOT Analysis
Directions Part A:
Use the information in the following paragraph to prepare a SWOT
analysis for Futura Fashions, Inc. Futura Fashions, Inc is a hypothetical 100store chain that caters to a teenage market. It carries male and female
clothing and accessories.
Sales at Futura Fashions, Inc have declined in recent months and its stock shares have
dropped 30 percent. An analyst that follows the stock indicated that stock’s decline is due
to a loss of talent in buying and merchandising. As a result, it has lost market share to its
competitors. Competitors like American Eagle and Aeropostale have had increases in
sales of 14 percent and 27 percent, respectively. A recent report in Women’s Wear Daily,
a trade publication, indicated that a clothing manufacturer is considering opening its own
retail stores that will target teens. The teenage clothing market is difficult to evaluate.
Trends are important. Either you catch them or your business suffers. So Futura Fashions
has hired an experienced fashion buyer and merchandising manager.
The economy is strong. Consumer confidence is up and so is consumer spending. Recent
reports indicated a decrease in jobless claims and an increase in employment. However,
inflation is increasing slowly, so the Federal Reserve has increased interest rates a quarter
of one percent, which could make consumers less inclined to spend.
SWOT Analysis for Futura Fashions
Internal Stengths
Internal Weaknesses
External Opportunities
External Threats
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Directions Part B:
Use the information from the SWOT analysis to develop
recommendations for Futura Fashions, Inc. What should they do to get back on track?
Get together with several other students and discuss your ideas before writing them here.
Copyright by The McGraw Hill Companies, Inc. All rights reserved.