3 How would you respond to Duncan’s comments on the promotional mix and in particular to his comments about the level of advertising expenditure? Harold Horne, Sales Manager for Auckland Engineering plc, a well-established engineering company in Bishop Auckland, County Durham, received the following memo from D.C. Duncan, his recently appointed Marketing Director.

Memo To: H. Horne, Sales Manager From: D.C. Duncan, Marketing Director Date: 16 January 2014 Subject: Preparation of annual marketing plan You will recall that at our series of preliminary meetings to discuss future marketing plans for the company I suggested that I was unhappy with the seemingly haphazard approach to planning.

Accordingly, you will recall it was agreed between departmental heads that each would undertake to prepare a formal input to next month’s planning meeting.

At this stage I am not seeking detailed plans for each product market; rather I am concerned that you give thought to how your department can contribute to the planning process. Being new to the company and its product/markets, I am not fully up to date on what has been happening to the market for our products, although as we all know our market share at 35 per cent is down on last year. I would particularly like to know what information your department can contribute to the analysis of the situation.