MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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II. INTERNAL SITUATION ANALYSIS
C. 4. B. Marketing Objectives
The purpose of this section is to identify any objectives that the current marketing plan is attempting to accomplish. For most marketing planning purposes this section is particularly important as these are the objectives that you will typically want to alter for future changes. This section also serves as a check for consistency with higher level and lower level objectives.