What are the elements of the Organizational Strategic Marketing Planning Process?
What will be an ideal response?
• Analysis of the internal environment (goals, objectives, culture, strengths and weaknesses) and external environment (key publics, competition, the macroenvironment)
• Development of broad strategy, goals and objectives, specifying market strategy
• Implementation of specific tactics to be measured by performance evaluation criteria
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Which of the following best describes lapping?
a. applying cash receipts to a different customer's account in an attempt to conceal previous thefts of funds b. inflating bank balances by transferring money among different bank accounts c. expensing an asset that has been stolen d. creating a false transaction
Rationalized retailing is often used in conjunction with _____
a. modular structures b. prototype stores c. recessed storefronts d. unique building designs
According to the book, in what situations should others NOT be engaged in action planning?
a. When employees may not agree with the plan b. When there is little respect for the senior leadership c. When there are too many opinions to consider d. When there is too much competitive risk and plans should be kept secret
_____ data is defined as data that has been previously collected for any purpose other than the one at hand
a. Primary b. Nominal c. Discrete d. Secondary