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Part 1 Show 2 marketing objectives (one each for your B2C plan and your B2B plan). An objective is more specific than a strategy, but not as detailed as a SMART goal. For example: “become the preferred brand among target segments…” A SMART goal is much more specific (see below). Objectives may be separate or serve as the heading for the goals/tactics tables that capture your 4P’s marketing plan (see attachment.) Part 2 Here is where you reference your 4Ps tactics (action items to achieve your goals). Within one table, list 6 total marketing goals (3 per objective) written in SMART terminology (Specific, Measurable, Attainable, Realistic and Time-bound). Your plan should list at least 3 tactics that you will use to achieve each goal for both B2B and B2C (18 tactics in all). An example of a marketing tactic is: “$12 million for consumer advertising.” (Feel free to take reasonable guesses at budget amounts). Organize your tactics by goal under the Objectives in a table such as the following example. (NOTE: example shows only 1 objective and 2 goals; your plan MUST include minimum of 2 objectives with 3 goals each and 3 tactics per goal). Case Study Article link: Link 2:

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