In the context of marketing planning why is it vital that the marketing plan be

In the context of marketing planning why is it vital

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14.In the context of marketing planning, why is it vital that the marketing plan be capable of selling itself to top management? a.Because top managers are responsible for executing the marketing pland.Because top managers must decide whether the marketing plan is the best use for the organization’s scarce resourcesb.Because top managers must be able to evaluate the performance of the marketing programe.Because top managers are compensated on how well the marketing strategy worksc.Because top managers must be able to clearly communicate the strategy to external stakeholdersANS:D 15.In terms of strategic planning, it is a well-known fact that most American firms focus on short-term results and tend to ignore long-range strategy. Why is this mindset not a good approach when dealing with marketing strategy? 16.Focusing on customers has not always been the hallmark of strategic planning. In fact, in the early 20thcentury, firms tended to focus strictly on __________ rather than on developing relationships with customers.
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  • Spring '18
  • Huan

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