QUESTION 1 Is a problem since a consequence for the company of being too focused on its current business is that it can miss important changes in the divironment Marketing myopia Market planning O Product entropy Target marketing Nonspecific strategic planning QUESTION 2 A marketing plan should also include section on implementation, evaluation and control because o this will help make sure the plan is used by the organization o this is required by federal law competitors need to see what metrics the company will use to evaluate its business this section includes the mission statement of the plan this is typically required by the accounting department is to identify important factors both inside the company as well as in its environment that are either favorable or unfavorable for the company, The purpose of ain) O PESTLE analysis O market differentiation scan O strategic opportunity search O marketing audit O SWOT analysis