This preview shows pages 1–2. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: Chapter 8: Implementing Strategies: Marketing, Finance/Accounting, R&D, and MIS Issues 21. What are some marketing decisions that may require actual policies? Provide some examples. Your Answer: a There are many marketing decisions that may require policies. Some examples include whether to use exclusive dealerships or multiple channels of distribution; to use heavy, light, or no TV advertising; to limit the share of business done with a single customer; to be a price leader or follower; to offer a complete or limited warranty; to reward salespeople based on straight salary, commission, or a combination; or to advertise online or not. Students should refer to marketing issues on page 266. 22. What specific steps are required in product positioning? Your Answer: a There are five steps required in product positioning. First, select key criteria that effectively differentiate products or services in the There are five steps required in product positioning....
View Full Document
- Spring '11