Briefly describe the four qualities SBU objectives should have. Why are these qualities important?
What will be an ideal response?
SBU objectives should be specific, measurable, attainable, and sustainable. It is important for objectives to be specific and measurable so that firms can tell when they are (or aren't) meeting them. Objectives that aren't attainable will cause unnecessary employee and stakeholder frustration. It is important for objectives to be sustainable so that the firm doesn't sacrifice long-term success for short-term growth.
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BMW advertises its cars as the "ultimate driving machine" which is described as positioning based on:
A) high touch. B) use/user. C) attribute/benefit. D) competition. E) quality/price.
When cause or blame is placed on the individual’s circumstances such as family issues or lack of co-operation from co-workers, this is a case of ______.
a. avoidant behavior b. performance prove behavior c. external attribution d. internal attribution
A company applying a market penetration strategy grows market share by marketing
innovative products and services to new sets of customers. Indicate whether the statement is true or false
When compared to other forms of promotion, personal selling:
a. becomes more important as the number of potential customers increases. b. tends to be more effective in selling frequently purchased products. c. gives more freedom for the sales message to be customized according to the interests of the prospective customers. d. provides better prospects for the sale of simple, low-involvement products that require little thought before purchase.