The Marketing Manager should prepare the results of the market analysis and any conclusions drawn from the analysis, using MP1030-3 MARKET ANALYSIS as a guide, and present the formal analysis to the CEO/President for review and approval. The CEO should use the Market Analysis Report Template to help guide development of the company’s Marketing and Sales plans. The Analysis form covers an executive summary, problem definition/assumptions, data summaries, and more.
The Marketing Manager should adjust (make changes, corrections to) the Marketing Analysis and Database, in accordance with the CEO’s review of the Market Analysis. The Marketing Manager may wish to use predictive models in order to identify target markets and incorporate such models into the Market Analysis. The Marketing Manager should list and describe the target market segments, submit them to the President/CEO for verification and approval, and gain approval. Keep in mind you ultimately want to be able to answer the question, “Who is the company’s best customer?”
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