2. Understand how and why both your marketing strategy and plan will likely need to change over different stages of the product life cycle.
3. Understand the basic forecasting approaches and how they are used to evaluate different strategies.
4. Understand how sales analysis can aid marketing strategy planning.
5. Understand how planning and control can be combined to improve the marketing manage-ment process.
6. Understand what a marketing audit is and when and where it should be used.