chapter 8 descriptive - Chapter 8 Implementing Strategies...

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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 
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