Question $13$

The marketing planning process typically requires the coordination of

at the top of the corporate

hierarchy with more

at the bottom.

implementation activities; narrowly defined decisions

planning actions; broad$-$based decisions

important decisions; complex decisions

broad$-$based decisions; narrowly defined actions

large$-$scale activities; broad decisions

Question $14$

In developing a marketing plan, the section on goals and objectives defines the parameters by which the firm will

measure actual performance. In this respect, the goals and objectives section is tied closely to the

section of the marketing plan.

evaluation and control

SWOT analysis

executive summary

situation analysis

marketing implementation