MBA 706 – KIM Midterm/Final Exam
Revision Pack
◉ Because top managers must decide whether the marketing plan is
the best use for the organization's scarce resources. Answer: in the
context of marketing planning, why is it vital that the marketing plan
be capable of selling itself to top management?
◉ Evaluation and control. Answer: Motorola continuously
establishes performance standards and assesses actual performance
by comparing it with these standards. Afterwards, Motorola often
takes corrective action to reduce any discrepancies. This process is
most likely outlined in the __________ section of Motorola's marketing
plan.
◉ Mission statement. Answer: A formal summary of the aims and
values of an organization, providing a framework for setting goals
and objectives.
◉ The SWOT analysis is derived from the marketing goals and
objectives section. Answer: False
Revision Pack
◉ Because top managers must decide whether the marketing plan is
the best use for the organization's scarce resources. Answer: in the
context of marketing planning, why is it vital that the marketing plan
be capable of selling itself to top management?
◉ Evaluation and control. Answer: Motorola continuously
establishes performance standards and assesses actual performance
by comparing it with these standards. Afterwards, Motorola often
takes corrective action to reduce any discrepancies. This process is
most likely outlined in the __________ section of Motorola's marketing
plan.
◉ Mission statement. Answer: A formal summary of the aims and
values of an organization, providing a framework for setting goals
and objectives.
◉ The SWOT analysis is derived from the marketing goals and
objectives section. Answer: False
