MARK 201 Final: Possible Exam Questions
17 Aug 2015
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Document Summary
Unlike strategic-planning efforts of the past, which were conducted primarily by senior managers, today"s strategic planning is ________. Functional: market management organization, geographic organization, product management organization, functional organization, strategic management organization. An increasingly large number of firms are changing their organizational focus brand management to customer management. Ensuring that the company achieves the sales, profits, and other goals set out in its annual marketing plan is the purpose of operating control. In today"s day and age of customer relationship marketing, the four ps can be described as the four cs from the customer"s point of view. In lieu of product, there is customer solution; that is, customers buy solutions to their problems or look for value in products. Customers are more interested in the total costs of obtaining, using, and disposing of a product. That is, customer cost replaces price in customer relationships. The place element of the marketing mix focuses on convenience.
