Question: 1. Distinguish between competitive marketing mixes and superior mixes that lead to break-through opportunities.
2. Why is spreadsheet analysis a popular tool for marketing strategy planning?
3. Distinguish clearly between marketing plans and marketing programs.
4. Consider how the marketing manager's job be-comes more complex when it's necessary to develop and plan several strategies as pan of a marketing program. Be sure to discuss how the manager might have to handle different strategies at different stages in the product life cycle. To make your discussion more concrete, con-skier the job of a marketing manager for a sporting product manufacturer.