Discuss the factors that make marketing objectives effective
What will be an ideal response?
ANSWER: A marketing objective is a statement of what is to be accomplished through marketing activities. To be useful, stated objectives should be:Realistic: Managers should develop objectives that have a chance of being met. For example, it may be unrealistic for start-up firms or new products to command dominant market share, given other competitors in the marketplace.Measurable: Managers need to be able to quantitatively measure whether or not an objective has been met. For example, it would be difficult to determine success for an objective that states, "To increase sales of cat food." If the company sells one percent more cat food, does that mean the objective was met? Instead, a specific number should be stated, "To increase sales of Purina brand cat food from $300 million to $345 million."Time specific: By what time should the objective be met? "To increase sales of Purina brand cat food between January 1, 2014, and December 31, 2014."Compared to a benchmark: If the objective is to increase sales by 15 percent, it is important to know the baseline against which the objective will be measured. Will it be current sales? Last year's sales? For example, "To increase sales of Purina brand cat food by 15 percent over 2012 sales of $300 million."
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Which of the following goals is not an example of an operations process goal of the typical OE/S process?
a. to provide timely responses to customer inquiries b. to provide timely acknowledgements of customer orders c. to provide timely updates to general ledger accounts d. to provide timely shipments of goods to customers
Which closing technique persuades prospects to place the order by making them believe that it is beneficial to buy the product sooner rather than later?
A. Benefits close B. Suggestive proposition close C. Alternative-choice D. Standing-room-only E. Balance-Sheet
Most, if not all, polls are set up to reveal responses to poll participants
Indicate whether the statement is true or false
Which of the following is an advantage of the indirect strategy?
A) Saves the reader's time B) Respects the feelings of the audience C) Reduces frustration D) Sets a proper frame of mind