The actions a firm must take to accomplish the marketing objectives established in its mission statement and strategic planning process are outlined in the
A. executive summary.
B. situation analysis.
C. organizational plan.
D. marketing strategy.
E. market summary.
Answer: D
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Top-level executives of outstanding service organizations spend incredible amounts of time setting profit goals and focusing on market share
Indicate whether the statement is true or false
Return on investment (ROI) can be calculated by multiplying margin times turnover
Indicate whether the statement is true or false
Alonzo has just been assigned to create a blog to use for market research and viral marketing. What advice would you give him?
A) Scrutinize the blogosphere for buzz and for positive or negative postings about his organization and its products. B) Use a variety of hard-sell tactics to get the word out about his company's products. C) Realize that blogs are useful for getting feedback only from customers, not industry experts. D) Alonzo should follow all these suggestions.
Who introduced the concept of value-chain analysis?
A) Ford B) Toyota C) Porter D) Smith E) Gates