MBA 706 Exam 1 Save
Terms in this set (122)
,1. Attainability: goals What are the characteristics of marketing goals?
should be realistic and
capable of being achieved
2. Consistency: goals must
be consistent with each
other and with the goals of
other functional areas
3. Comprehensiveness:
marketing goals should
relate to the organization's
goals and help to clarify
the roles of all parties in
the organization
4. Intangibility: marketing
goals should be somewhat
ambiguous and open-
ended to motivate
employees by promoting
comparisons with rival
firms
,1. Attainability: marketing What are the characteristics of marketing objectives?
objectives should be
realistic given the internal
and external environments
of the firm
2. Continuity: objectives
should be consistent with
those set in previous
periods (continuous
objectives), or should be
set to elevate the level of
performance significantly
(discontinuous objectives)
3. Time frame: objectives
should have an
appropriate time frame to
allow for accomplishment
with reasonable levels of
effort
4. Assignment of
responsibility: an objective
, (1) Comprehensive; (2) 4 qualities of a good marketing plan:
flexible; (3) consistent; and
(4) logical
Terms in this set (122)
,1. Attainability: goals What are the characteristics of marketing goals?
should be realistic and
capable of being achieved
2. Consistency: goals must
be consistent with each
other and with the goals of
other functional areas
3. Comprehensiveness:
marketing goals should
relate to the organization's
goals and help to clarify
the roles of all parties in
the organization
4. Intangibility: marketing
goals should be somewhat
ambiguous and open-
ended to motivate
employees by promoting
comparisons with rival
firms
,1. Attainability: marketing What are the characteristics of marketing objectives?
objectives should be
realistic given the internal
and external environments
of the firm
2. Continuity: objectives
should be consistent with
those set in previous
periods (continuous
objectives), or should be
set to elevate the level of
performance significantly
(discontinuous objectives)
3. Time frame: objectives
should have an
appropriate time frame to
allow for accomplishment
with reasonable levels of
effort
4. Assignment of
responsibility: an objective
, (1) Comprehensive; (2) 4 qualities of a good marketing plan:
flexible; (3) consistent; and
(4) logical
