List sources and reference that support your answer
Problem 1. While it is understood that an effective marketing plan achieves many desirable outcomes by design, what are some of the unexpected outcomes, both positive and negative, of a marketing plan? Give specific examples, and explain why you think they may have occurred.
Problem 2. How might an organization in a highly competitive environment go about assessing the overall effectiveness of its marketing efforts? How would the organization identify industry benchmark criteria? How does the organization utilize the industry benchmark criteria to evaluate its efforts?