Is the process of gauging the extent to which

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104. _____ is the process of gauging the extent to which marketing objectives have been achieved during a specified time period. a. Implementation b. Control c. Heuristic measurement d. Evaluation e. Mechanistic compliance
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ANS: D After a marketing plan is implemented, it should be evaluated, which means gauging the extent to which marketing objectives have been achieved during the specific time period. PTS: 1 REF: 26 OBJ: 02-9 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Marketing Plan 105. _____ provides the mechanism for evaluating marketing results in light of the marketing plan’s goals and for correcting actions that do not help the marketing organization reach these objectives within the budget guidelines. PTS: 1 REF: 26 OBJ: 02-9 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Marketing Plan 106. An international company that needs to develop a way to compare its actual marketing results with planned results must engage in: PTS: 1 REF: 26 OBJ: 02-9 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Marketing Plan 107. All of the following are common reasons why companies fail to achieve a marketing objective EX- CEPT: PTS: 1 REF: 26 OBJ: 02-9 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 108. A marketing audit is a(n): a. thorough, systematic, periodic evaluation of the objectives, strategies, structure, and per- formance of the marketing organization b. financial examination of the firm's marketing performance
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c. financial examination of the firm's accounting records performed by outside consultants d. evaluation of the effectiveness of advertising e. evaluation of pricing strategies across all the relevant competitors in an industry ANS: A A marketing audit is a thorough, systematic, periodic evaluation of the objectives, strategies, structure, and performance of the marketing organization. PTS: 1 REF: 26 OBJ: 02-9 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy | TB&E Model Research
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