【正文】 Other resources needed: Target pletion date: Activity 4: Person responsible: Budget: Other resources needed: Target pletion date: Pricing activities Activity 1: Person responsible: Budget: Other resources needed: Target pletion date: Activity 2: Person responsible: Budget: Other resources needed: Target pletion date: Activity 3: Person responsible: Budget: Other resources needed: Target pletion date: Activity 4: Person responsible: Budget: Other resources needed: Target pletion date: Distribution activities Activity 1: Person responsible: Budget: Other resources needed: Target pletion date: Activity 2: Person responsible: Budget: Other resources needed: Target pletion date: Activity 3: Person responsible: Budget: Other resources needed: Target pletion date: Activity 4: Person responsible: Budget: Other resources needed: Target pletion date: Promotion activities Activity 1: Person responsible: Budget: Other resources needed: Target pletion date: Activity 2: Person responsible: Budget: Other resources needed: Target pletion date: Activity 3: Person responsible: Budget: Other resources needed: Target pletion date: Activity 4: Person responsible: Budget: Other resources needed: Target pletion date:VII. Evaluation and Control A. Financial Assessment Contribution Analysis a. Total fixed costs: b. Variable costs per unit: c. Per unit selling price: d. Current gross margin target: e. Future gross margin target: What is the required sales volume in units needed to meet the current gross margin target? (a + d) 184。 weaknesses? Does this weakness make us different from (worse than) our petitors in the minds of our customers? Weakness 3: How does this weakness hinder us in meeting customer needs? How does this weakness pare to our petitors39。 strengths? Does this strength make us different from (better than) our petitors in the minds of our customers? B. Weaknesses Weakness 1: How does this weakness hinder us in meeting customer needs? How does this weakness pare to our petitors39。 strengths? Does this strength make us different from (better than) our petitors in the minds of our customers? Strength 3: How does this strength assist us in meeting customer needs? How does this strength pare to our petitors39。 products meet the needs of our customers? How are the needs of our customers expected to change in the future? What methods of payment do our customers use when making a purchase? Are our customers prone to developing close longterm relationships with us and our petitors, or do they buy in a transactional fashion (primarily on price)? Why do potential customers not purchase our products? What are the basic needs of noncustomers that are not being met by our products? What are the features, benefits, or advantages of peting products that cause noncustomers to choose them over our products? Are there issues related to distribution, promotion, and pricing that cause customers to not purchase our products? What is the potential for converting these noncustomers to our products? C. Internal (Organizational) Environment Review of marketing goals, objectives, and performance What are our current marketing goals and objectives? Are our marketing goals and objectives consistent with the mission, goals, and objectives of the firm? Why or why not? Are our marketing goals and objectives consistent with recent changes in the marketing or customer environments? Why or why not? How are our current marketing strategies performing in terms of sales volume, market share, profitability and munication (., awareness and preference) objectives? How does our current performance pare to other firms in the industry? Is the performance of the industry as a whole improving or declining? Why? If our performance is declining, what is the most likely cause? Are our marketing objectives inconsistent with changes in the marketing or customer environments? Is the strategy flawed? Was the strategy poorly implemented? If our performance is improving, what actions can we take to ensure that our performance continues to improve? Is the improvement in performance due to a better than anticipated environment or superior planning and implementation? Review of current and anticipated organizational resources What is the state of our current organizational resources (., financial, capital, human, experience, relationships with key suppliers or customers)? Are these resources likely to change for the better or worse in the near future? If the changes are for the better, how can we utilize these added resources to our advantage in meeting customer needs better than petitors? If the changes are for the worse, what can be done to pensate for these new constraints on our resources? Review of current and anticipated cultural and structural issues What are the positive and negative aspects of the current and anticipated culture of the firm? What issues related to internal politics and power struggles might affect our marketing activities? What is the overall position and importance of the marketing function as seen by other functional areas? Are key executive positions expected to change in the future? How will the overall customerorientation of the firm (or lack thereof) affect our marketing activities? Does the firm emphasize a long or shortterm planning horizon? How will this