commitments year after year will have you quickly ascending the corporate ladder as a proven

winner.

This section needs to include financial projections that show how the marketing plan generates

revenues and requires spending and ensure your marketing programs can address the marketing

plan objective you set in section $3.$ Construct a $3-$year financial projection based on the

marketing programs you developed and presented in the preceding section. Include only

revenues and marketing expenses in the projection.

$6.$ Monitors, Controls, and Contingencies $(10$ points$)$

Plans often go awry. Accordingly, the prudent product manager constantly monitors progress

against plan. In my experience, damage control is best begun early, before problems spin out of

control $($remember the rogue trader Nick Leeson in Singapore who bankrupted the venerable

Barings Bank, or our Pepsi Syringe scare$)!$ Thus, decide early what figures you will monitor and

have backup plans ready if things are not proceeding. Note that you can also learn from things

that went better than planned. Decide whether and how to monitor:

a$.$ sales information

b$.$ market share

c$.$ net income, etc.

List any contingency plans you might have or a process you will engage in if things do not go

according to plan $($who should know, what new planning should be done, what information

should be gathered, etc.$)$

Summary

As noted above, one of your key responsibilities in marketing management