should like to make one final important point in this introductory chapter. It tempting to give in to that strident minority who criticize the whole topic of me arketing planning in particular. So, to conclude this chapter on a positive note w otation from Management Today?? Diageo's well-deserved win as Britain's most admired company is a tale of lously planned strategy, consistently executed over many years, with little regard whims of corporate fashion. APPLICATION QUESTIONS 1. Describe as best you can what you think marketing means in your company. 2. Describe the role of your marketing department, if you have one. 3. If you do not have a marketing department, describe how decisions are made in re the following: - the product itself - price - customer service levels - physical distribution - advertising - sales promotion - the sales force - information about markets