of the exercises into a summary narrative, or you may wish to present the results of each exercise independently.     If you summarize the work into a narrative, your plan will read more easily and look more professional. However, the potential downside to combining the answers into a narrative format is that you may inadvertently leave out a point of major interest to your backers. If you do elect to combine the answers into a narrative, be careful to cover all the points in each exercise. Use Antoinettes marketing plan as a guide.           Antoinettes Dress Shop: Marketing Plan     Antoinettes Dress Shop will concentrate on developing a clientele consisting primarily of working women. We are particularly interested in professional women who expect to advance in their chosen career. These women require fashionable clothing at reasonable prices. According to the Chamber of Commerce, the greater trading areas of New City include some 20,000 women who fit this description. Forecasters expect this market to continue to grow at the same 10% growth rate it has enjoyed for the past five years. We believe the trend towards a higher concentration of professional women in this county may even accelerate because of the increased concentration of professional and management industries locating here.     Personal experience and market research demonstrate that upwardly mobile working women prefer fashionable, but slightly conservative, clothing at moderate or sale prices. These women prefer to shop where they receive personal attention, especially prompt, free alterations that traditionally have not been provided to women. Women in this group normally prefer to shop between 5:00 p.m. and 8:00 p.m. or on their lunch hour.     Most of our target customers shop at two types of stores for their clothing:     1.Department stores such as S. Bagnin, Jerrys and Glendales.     2.Latest fashion stores such as Wild Thing, Marians and Golden Frog.     Some of our target consumers presently shop at the department stores for the type of business clothes we will sell, and others shop at fashion stores for casual clothing. However, we believe we can capture a lot of this business for a number of reasons.     Antoinettes will appeal to customers who are either shopping at one of the local stores or going out of the area to meet their needs. For instance, many professional women travel as much as 35 miles to South City to shop at Freidas because their needs are simply not being met locally.     Generally speaking, the department stores offer a wide mix of merchandise. However, it isnt easy to find a large selection of appropriate business clothing at reasonable prices in any of them. In addition, S. Bagnin and Glendales are only open one evening a week after 6 p.m., the time most working people prefer to shop. Further, the department stores offer fairly impersonal services, with a constant turnover of personnel. Alterations are an additional charge and usually take a week or more to complete. Our policy of offering free alterations within 24 hours is sure to appeal to women who put in at least a 40-hour week in addition to maintaining their homes.