Consistency between strategic and tactical objectives is important because

a)it helps with advancing ideas to the execution phase.

b)it helps with the management of brands.

c)it helps managers control the flow of resources.

d) it helps ensure a consistent message is being delivered.

Managers should abide by these principles in interpreting metrics for purposes of measuring marketing effectiveness.

a) None of these.

b) Use absolutes versus ranges for outcomes.

c) Ignore their instincts.

d) Stick strictly to the numbers.

Which of the following is NOT a way for managers to measure their overall effectiveness?

a) Return on marketing investment

b)Return on equity

c) Return on investment

d) Market share