1. What is a marketing plan, and how is it used to build an IMC campaign?

2. How do researchers know whether to use qualitative or quantitative research techniques? What are the pros and cons of each?

3. What are the seven basic areas that make up a marketing plan? What are their roles/purpose?

4. What are the four different market segments? Why is it important to define and understand each?

5. Why is it important to understand different target groups?