Consider the Apple iPhad.  Develop one complete action plan that addresses a marketing objective to gain more iPhad purchases from 50+ year-old consumers.  Be sure to complete all the elements of the action plan as shown in Exhibit 16.3 and the accompanying discussion.

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Title of Action Plan Give the action plan a relevant name. Purpose of Action Plan What do you hope to accomplish by the action plan-that is, what specific marketing objective and strategy within the marketing plan does it support? Description of Action Plan Be succinct, but still thorough, in explaining the action plan. What are the steps involved? This is the core of the action plan. It describes what must be done to accomplish the intended purpose of the action plan. What person(s) or organizational unit(s) are responsible for carrying out the action plan? What external parties are needed to make it happen? Most importantly, who specifically has final "ownership" of the action plan-that is, who is accountable for it? Responsibility for the Action Plan Timing for the Action Plan Provide a specific timetable of events leading to the completion of the plan. If different people are responsible for different elements of the timeline, provide that information. Budget for the Action Plan (Based on the Forecast) How much will implementation of the action plan cost? This may be direct costs only, or may also include indirect costs, depending on the situation. The sum of all the individual action plan budget items will ultimately be aggregated by category to create the overall budget for the marketing plan. Measurement and Control Indicate the appropriate metrics, how and when they will be measured, and of the Action Plan who will measure them.