G2 M4 Discussion Chapter 2
Discussion questions
1 Explain the differences between marketing strategies and sales strategies.
2 What is the relationship between objectives, strategies and tactics?
3 Discuss the component parts of the communications mix.
4 What is the relationship between SWOT analysis and the TOWS matrix?
5 Select a company of your choice and conduct a SWOT analysis and a PEST analysis for that company.
6 What is meant by contingency planning and when is it required in the marketing planning process?
7 What do you understand by the setting of sales objectives in the context of the marketing planning process? Give three examples of sales objectives for an organisation of your choice.
8 Differentiate between ‘push’ and ‘pull’ strategies of promotion. Give two examples of each in the context of a large retailer and an automobile manufacturer.
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