Two factors complicate the problem of making future projections as to the financial performance of marketing programs. First, the flow of revenues and costs is likely to be uneven over the planning horizon. Second, sales may not develop as forecasted. How should we handle these factors in financial projections?
Answer to relevant QuestionsDiscuss the relationship between the positioning concept and positioning strategy. What factors are important in selecting a market target? “Evaluating marketing performance by using return-on-investment (ROI) measures is not appropriate because marketing is only one of several influences upon ROI.” Develop an argument against this statement. Identify and discuss important issues in deciding whether to create internal cross–functional relationships. The Google INNOVATION APPLICATION describes how the company manages its idea factory. Are there risks of expanding too far beyond the core search business? How should new-product planners avoid this problem without ...
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