1. The test for the success of any venture ultimately lies in marketing the product or service. What are the important characteristics that an effective marketing plan should have? 2. ‘Entrepreneurs...

1. The test for the success of any venture ultimately lies in marketing the product or service. What are the important characteristics that an effective marketing plan should have?

2. ‘Entrepreneurs at times overemphasize on financials and pay little attention to what matters the most in achieving financial targets, i.e., customer.’ What is the relevance of this statement in developing a marketing plan? Explain by considering a concrete example.