Consider the environmental variables (i.e., technological, demographic, economic, political, and cultural variables) that you must include in your marketing plan, and answer the following:
• Which of the environmental factors do you feel is the most critical, and why?
• What might someone with an opposing viewpoint think is the most important?
o Given this opposing argument, how would you argue your opinion?
• What solutions should be considered as you seek to develop a sense of ownership of your plan?
• What solutions would you recommend to the board, and why?
• Is a compromise feasible?

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