Deck 22: Pulling It All Together: The Strategic Marketing Process

Question 1

Toyota is generally acknowledged as the best in the world in revolutionizing the design and manufacture of autos.Toyota managers created the doctrine of kaizen,or __________.

A) continuous improvement
B) multi-level input
C) make haste, not waste
D) continuous production
E) continuous communication

Answer 1

A

Question 2

commenting about her challenges at General Mills,Vivian Milroy Callaway,says that __________ when looking for new-product opportunities for building a consumer packaged goods business like Big G.

A) "it is better to ask forgiveness than permission"
B) "you need to go with the flow"
C) "sometimes you have to break the rules"
D) "you need to avoid the NIH syndrome"
E) " a do it, fix it, try it approach is necessary"

Answer 2

C

Question 3

Smucker's is always near the top of the Fortune list of the 100 Best Companies to Work For.Its straightforward culture is based on four key elements in its code of conduct: (1)"Listen with your full attention"; (2)"Look for the good in others"; (3)__________; and (4)"Say thank you for a job well done."

A) "Be kind to all"
B) "Take your time"
C) "Learn to relax"
D) "Have a sense of humor"
E) "Remember, everyone makes mistakes"

Answer 3

D

Question 4

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is used as an example of a firm that excels based on its organizational structure?

A) Costco
B) Smucker's
C) Lockheed Martin's Skunk Works
D) Coca-Cola
E) Kodak

Question 5

Vivian Calloway's marketing research team discovered that consumers like to see the chocolate chips on top of their chocolate chip cookies.Taking a risk,General Mills invested in new manufacturing equipment to make this a reality.The result was that

A) although customers said they wanted to see the chips on top of the cookie, there was no significant increase in sales when the chips were placed there.
B) the cost and maintenance of the new equipment exceeded any gains in revenues.
C) sales of chocolate chip cookies fell dramatically, but when the same strategy was adapted to other cookies, such as raisins placed on top of oatmeal cookies, the experiment was a tremendous success.
D) although sales increased by approximately 4%, the decision whether the experiment was a success or a failure remains uncertain.
E) sales increased 50 percent when the chocolate chips were placed on top of the cookies.

Question 6

basic business and management practices are important,according to researchers who studied more than 200 management tools and techniques.These are: (1)strategy, (2)execution, (3)culture,and (4)__________.

A) structure
B) charismatic leadership
C) quality
D) sustainability
E) ethics

Question 7

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is used as an example of a firm that excels based on a "clearly stated,focused strategy?"

A) Costco
B) Sam's Club
C) Coca-Cola
D) Smucker's
E) Toyota

Question 8

unique strength relative to what competitors are doing now and like to do in the future is referred to as __________.

A) a point of difference
B) a competitive advantage
C) sustainable dominance
D) strategic competency
E) market dominance

Question 9

launch of a new cereal typically costs up to $30 million and usually involves

A) replacing one of more than 300 competing breakfast cereals already on a supermarket shelf.
B) a minimum of three attempts before it is successfully launched.
C) a tie-in promotion with a major motion picture.
D) steps to counteract the promotional efforts of competitor's new cereal.
E) obtaining FDA approval for its convenience claims.

Question 10

basic business and management practices are important,according to researchers who studied more than 200 management tools and techniques.These are: (1)strategy, (2)execution, (3)__________,and (4)structure.

A) charismatic leadership
B) culture
C) quality
D) sustainability
E) ethics

Question 11

a five-year study,researchers Nohria,Joyce,and Roberson conducted an in-depth analysis of 160 companies and more than 200 management tools and techniques.What was their principal finding?

A) Supply chain management was the most critical element in stellar business performance.
B) Customer relationship management was more effective than product development.
C) The Internet was more effective in terms of long-term sales success than the use of retail outlets or direct marketing tactics such as catalogs.
D) Three major management tools, supply chain management, customer relationship management, and the use of an intranet, were equally beneficial in terms of business performance.
E) Individual management tools and techniques had no direct relationship to superior business performance in the companies that were studied.

Question 12

basic business and management practices are important,according to researchers who studied more than 200 management tools and techniques.These are: (1)strategy, (2)__________, (3)culture,and (4)structure.

A) charismatic leadership
B) quality
C) execution
D) sustainability
E) ethics

Question 13

Corporate and marketing executives search continuously to find and exploit __________,which is a unique strength relative to what competitors are doing now and likely to do in the future.

A) a competitive advantage
B) sustainable dominance
C) strategic competency
D) market dominance
E) a point of difference

Question 14

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is used as an example of a firm that excels based on a performance-oriented culture?

A) Costco
B) Smucker's
C) Coca-Cola
D) Kodak
E) Toyota

Question 15

basic business and management practices are important,according to researchers who studied more than 200 management tools and techniques.These are: (1)__________, (2)execution, (3)culture,and (4)structure.

A) ethics
B) charismatic leadership
C) quality
D) strategy
E) sustainability

Question 16

of Vivian Callaway's problems in finding a new dessert product was that consumers often say one thing in a market research study,then behave differently in an actual supermarket setting.To overcome this problem,Callaway and her team did a lot of "iterative experimentation" in the marketplace.This strategy involved

A) interviewing only those customers who were leaving the supermarket with a RTE dessert product.
B) interviewing only those customers who were leaving the supermarket without an RTE dessert.
C) conducting market research on desserts in shopping malls so customers didn't know which dessert was being studied, thereby reducing bias.
D) offering customers two samples of the identical product to cull out respondents who couldn't give an accurate assessment.
E) putting a prototype product in the store, making changes based upon consumer responses, and then repeating the process.

Question 17

Yoplait Yogurt,Thomas's English Muffins,Kellogg's Rice Krispies,Egg McMuffins at MacDonald's,private label "bagged" cereal,and Lender's Bagels all relate to General Mills' Cheerios because

A) they must all deal with issues of childhood food allergies.
B) they all represent products that can be breakfast substitutes for one another.
C) they all share the same corporate umbrella.
D) they are all front-runners in low-fat, low-carb food choices.
E) they all failed their first attempts in the marketplace and only succeeded after multiple product changes.

Question 18

Toyota is generally acknowledged as the best in the world in revolutionizing the design and manufacture of autos.Toyota managers created the doctrine of __________,or continuous improvement.

A) keiretsu
B) kaizen
C) kanban
D) meishi
E) zaibatsu

Question 19

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is used as an example of a firm that excels in terms of operational execution?

A) Costco
B) Smucker's
C) Coca-Cola
D) Kodak
E) Toyota

Question 20

Which of the following statements about the four basic business and management practices that Nohria,Joyce,and Roberson identified is most accurate?

A) Strategy and structure are more important for success than culture and execution.
B) Culture and execution are more important for success than strategy and structure.
C) In order for a company to be successful, it must use all four strategies.
D) In terms of individual tools and techniques, the tool itself is less important than flawless execution of the ones the company uses.
E) No strategy can work unless every stakeholder buys into it one hundred percent.

Question 21

Figure 22-1
According to Figure 22-1 above,the result of spending an additional $1 million in annual marketing effort from $3 million to $4 million resulted in increased revenues of __________.

A) $20 million
B) $40 million
C) $50 million
D) $70 million
E) $80 million

Question 22

Which of the following pieces of information is used in market-product focus and goal setting,the second step of the planning phase of the strategic marketing process?

A) marketing return on investment
B) positioning studies
C) revenues associated with each point of market share
D) possible cannibalization effects on other products in the line
E) trends for industry and competitors

Question 23

Lockheed Martin's Skunk Works is a leader in delivering world-class aircraft.About 50 engineers and designers and 100 expert machinists closely follow this guideline for organizational structure and implementation: Use a small number of good people who

A) implement the idea that "it is better to ask forgiveness than permission."
B) know their jobs, as well as the ones around them.
C) can talk to anyone in the organization to solve a problem.
D) recognize that everyone should have a voice in decision-making.
E) never offer excuses, only explanations.

Question 24

Which of the following pieces of information is used in market-product focus and goal setting,the second step of the planning phase of the strategic marketing process?

A) market-product grids with target segments and product groupings
B) marketing return on investment
C) revenues associated with each point of market share
D) trends for industry and competitors
E) possible cannibalization effects on other products in the line

Question 25

have been told that a company increased its marketing effort from $3 million to $5 million,resulting in increased sales revenue from $10 million to $20 million.Calculate the company's ratio of incremental sales revenue to incremental marketing effort.

A) 4:1
B) 1:5
C) 5:1
D) 1:4
E) 5:1.5

Question 26

Economists would most likely recommend that marketing managers allocate the firm's marketing resources to the markets and products where

A) the firm has its greatest sales.
B) an SBU is considered a cash cow.
C) there is the greatest current market share and the fastest industry growth rate.
D) the excess of incremental revenues over incremental costs is greatest.
E) total revenue equals total cost.

Question 27

Which of the following pieces of information is used in a SWOT analysis,the first step of the planning phase of the strategic marketing process?

A) marketing return on investment
B) market share for the product
C) trends for industry and competitors
D) revenues associated with each point of market share
E) possible cannibalization effects on other products in the line

Question 28

________ relates the expense of the marketing effort to the marketing results obtained.

A) marketing ROI
B) market share profitability
C) share point analysis
D) synergy analysis
E) sales response function

Question 29

Percentage points of market share used in analysis as the common basis of comparison to allocate marketing resources effectively for different product lines within the same firm are referred to as

A) market share
B) ratings
C) marketing ROI
D) S-curve points
E) share points

Question 30

Which of the following pieces of information is used in market-product focus and goal setting,the second step of the planning phase of the strategic marketing process?

A) marketing return on investment
B) revenues associated with each point of market share
C) trends for industry and competitors
D) possible cannibalization effects on other products in the line
E) market potential studies

Question 31

share point refers to

A) the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itself.
B) the percentage points of market share, used in analysis as the common basis of comparison to allocate marketing resources effectively for different product lines within the same firm.
C) the sales revenue generated by different products within the firm expressed as a percentage.
D) a measure of the quantitative value or trend of a marketing activity or result divided by the total marketing effort of the firm.
E) the total number of a product sold in one year compared to the cumulative total sold since its introduction, expressed as a percentage.

Question 32

using share points to make marketing resource allocation decisions,marketing managers must estimate: (1)__________, (2)the revenues associated with each point of market, (3)the contribution to overhead and profit (or gross margin)of each share point,and (4)possible cannibalization effects on other products in the line.

A) the market share for the product
B) the number of market segments
C) the total production costs
D) the total financial resources available for a sustained marketing effort
E) the stage of the product in its product life cycle

Question 33

Figure 22-1
According to Figure 22-1 above,an additional annual marketing effort of $1 million is best spent after having already spent how much in marketing effort to date?

A) $1 million
B) $2 million
C) $3 million
D) $5 million
E) $6 million

Question 34

using share points to make marketing resource allocation decisions,marketing managers must estimate: (1)the market share for the product, (2)the revenues associated with each point of market share, (3)__________,and (4)possible cannibalization effects on other products in the line.

A) total production costs
B) number of market segments
C) stage of the product in its product life cycle
D) the contribution to overhead and profit of each share point
E) the total financial resources available for a sustained marketing effort

Question 35

relationship of annual marketing effort to annual sales revenue is assumed to be __________ of the sales response function.

A) a horizontal straight line, where sales revenues stay the same regardless of the marketing effort
B) a U-shaped curve, where sales revenues are at a maximum at either end
C) an upside-down U-shaped curve, where sales revenues are at a maximum in the middle
D) a S-shaped curve, which shows that an additional marketing effort in the midrange of the curve results in far greater increases of sales revenue than at either end of the curve
E) a rising straight line, where sales revenue continuously rises as the marketing effort rises

Question 36

is the assumed shape of the graph of the sales response function?

A) U-shaped
B) S-shaped
C) a straight, downward-sloping line, starting in the upper left and extending to the lower right of the graph
D) a straight, upward-sloping line, starting in the lower left and extending to the upper right of the graph
E) W-shaped

Question 37

using share points to make marketing resource allocation decisions,marketing managers must estimate: (1)the market share for the product, (2)__________, (3)the contribution to overhead and profit (or gross margin)of each share point,and (4)possible cannibalization effects on other products in the line.

A) total production costs
B) number of market segments
C) stage of the product in its product life cycle
D) the total financial resources available for a sustained marketing effort
E) the revenues associated with each point of market share

Question 38

have been told that a company increased its marketing effort from $2 million to $5 million,resulting in increased sales revenue from $12 million to $21 million.Calculate the company's ratio of incremental sales revenue to incremental marketing effort.

A) 3:1
B) 1:3
C) 8:5
D) 5:2
E) 21:12

Question 39

Balance has no celebrity endorsers and does minimal advertising,yet the athletic shoe brand has 11 percent of the sales in the athletic footwear market.The marketing team at New Balance estimates that increasing sales to 12 percent of the market will require an increase of $10 million in marketing effort and will result in an increase of its footwear sales of an additional $12 million.This 1 percent incremental increase from 11 to 12 percent is referred to as __________.

A) a rating
B) marginal market share
C) a sales response margin
D) a share point
E) a direct response rate

Question 40

Which of the following pieces of information is used in a SWOT analysis,the first step of the planning phase of the strategic marketing process?

A) marketing return on investment
B) projected future sales, expenses, and profits
C) market share for the product
D) revenues associated with each point of market share
E) possible cannibalization effects on other products in the line

Question 41

actions taken during the implementation phase of the strategic marketing process include: (1)obtain resources, (2)design the marketing organization, (3)__________,and (4)execute the marketing program.

A) position the product
B) select target markets
C) develop schedules
D) find points of difference
E) develop the budget by estimating revenues, expenses, and profits

Question 42

information needed for the marketing program,Step 3 of the planning phase,includes: (1)__________ and (2)detailed plans to execute the marketing program.

A) positioning studies
B) marketing mix actions
C) market-product grids with target segments and product groupings
D) projected future sales, expenses, and profits
E) market potential studies

Question 43

actions taken during market product focus and goal setting,Step 2 of the planning phase,include: (1)__________, (2)select target markets, (3)find points of difference,and (4)position the product.

A) identify industry trends
B) research customers
C) set market and product goals
D) develop the program's marketing mix
E) develop the budget by estimating revenues, expenses, and profits

Question 44

actions taken during the implementation phase of the strategic marketing process include: (1)obtain resources, (2)__________, (3)develop schedules,and (4)execute the marketing program.

A) select target markets
B) design marketing organization
C) position the product
D) find points of difference
E) develop the budget by estimating revenues, expenses, and profits

Question 45

information needed in a situation (SWOT)analysis or Step 1 of the planning phase includes: (1)trends for industry and competitors and (2)__________.

A) projected future sales, expenses, and profits
B) market potential studies
C) positioning studies
D) market-product grids with target segments and product groupings
E) marketing mix actions

Question 46

actions taken in the development of the marketing program,Step 3 of the planning phase,include: (1)develop the program's marketing mix actions and (2)__________.

A) select target markets
B) identify industry trends
C) position the product
D) find points of difference
E) develop the budget by estimating revenues, expenses, and profits

Question 47

actions taken during market product focus and goal setting,Step 2 of the planning phase,include: (1)set market and product goals, (2)select target markets, (3)find points of difference,and (4)__________.

A) identify industry trends
B) research customers
C) develop the program's marketing mix
D) develop the budget by estimating revenues, expenses, and profits
E) position the product

Question 48

actions taken in a situation (SWOT)analysis or Step 1 of the planning phase include: (1)identify industry trends, (2)__________, (3)assess own company,and (4)research customers.

A) set market and product goals
B) select target markets
C) find points of difference
D) analyze competitors
E) position the product

Question 49

information needed for the marketing program,Step 3 of the planning phase,includes: (1)marketing mix actions and (2)__________.

A) positioning studies
B) market-product grids with target segments and product groupings
C) detailed plans to execute the marketing program
D) projected future sales, expenses, and profits
E) trends for industry and competitors

Question 50

information needed in market product focus and goal setting,Step 2 of the planning phase includes: (1)__________, (2)market-product grids with target segments and product groupings,and (3)positioning studies.

A) market potential studies
B) trends for industry and competitors
C) marketing mix actions
D) detailed plans to execute the marketing program
E) projected future sales, expenses, and profits

Question 51

actions taken during the implementation phase of the strategic marketing process include: (1)__________, (2)design the marketing organization, (3)develop schedules,and (4)execute the marketing program.

A) obtain resources
B) select target markets
C) position the product
D) find points of difference
E) develop the budget by estimating revenues, expenses, and profits

Question 52

actions taken during market product focus and goal setting,Step 2 of the planning phase,include: (1)set market and product goals, (2)select target markets, (3)__________,and (4)position the product.

A) find points of difference
B) identify industry trends
C) research customers
D) develop the program's marketing mix
E) develop the budget by estimating revenues, expenses, and profits

Question 53

Which of the following pieces of information is used in the development of the marketing program,the third step of the planning phase of the strategic marketing process?

A) marketing return on investment
B) market-product grids with target segments and product groupings
C) detailed plans to execute the marketing program
D) market potential studies
E) trends for industry and competitors

Question 54

actions taken in a situation (SWOT)analysis or Step 1 of the planning phase include: (1)identify industry trends, (2)analyze competitors, (3)assess own company,and (4)__________.

A) set market and product goals
B) research customers
C) select target markets
D) find points of difference
E) position the product

Question 55

actions taken in a situation (SWOT)analysis or Step 1 of the planning phase include: (1)__________, (2)analyze competitors, (3)assess own company,and (4)research customers.

A) set market and product goals
B) select target markets
C) find points of difference
D) position the product
E) identify industry trends

Question 56

actions taken during market product focus and goal setting,Step 2 of the planning phase,include: (1)set market and product goals; (2)__________; (3)find points of difference; and (4)position the product.

A) identify industry trends
B) select target markets
C) research customers
D) develop the program's marketing mix
E) develop the budget by estimating revenues, expenses, and profits

Question 57

Which of the following pieces of information is used in the development of the marketing program,the third step of the planning phase of the strategic marketing process?

A) marketing return on investment
B) market-product grids with target segments and product groupings
C) trends for industry and competitors
D) marketing mix actions
E) market potential studies

Question 58

During the planning phase of the strategic marketing process,the marketing manager will

A) design the marketing organization.
B) obtain resources.
C) develop marketing schedules.
D) construct managerial bonus plans.
E) set market and product goals.

Question 59

actions taken during the implementation phase of the strategic marketing process include: (1)obtain resources, (2)design the marketing organization, (3)develop schedules,and (4)__________.

A) position the product
B) select target markets
C) find points of difference
D) execute the marketing program
E) develop the budget by estimating revenues, expenses, and profits

Question 60

information needed in market product focus and goal setting,Step 2 of the planning phase includes: (1)market potential studies, (2)market-product grids with target segments and product groupings,and (3)__________.

A) trends for industry and competitors
B) marketing mix actions
C) detailed plans to execute the marketing program
D) positioning studies
E) projected future sales, expenses, and profits

Question 61

Which of the following pieces of information is used in the implementation phase of the strategic marketing process?

A) marketing return on investment
B) marketing research
C) revenues associated with each point of market share
D) trends for industry and competitors
E) possible cannibalization effects on other products in the line

Question 62

actions taken during the evaluation phase of the strategic marketing process include: (1)__________ and (2)correct negative deviations and exploit positive ones.

A) find points of difference
B) execute the marketing program
C) compare results with plans to identify deviations
D) track sales and revenues and compare with competitors
E) develop the budget by estimating revenues, expenses, and profits

Question 63

Which output report would be associated with the planning phase of the strategic marketing process?

A) performance reviews for key personnel
B) marketing plans that define goals with the relevant metrics and the marketing mix strategies to achieve them
C) action memos that tell who is to do what by when
D) corrective action memos, triggered by comparing results with plans, often from the firm's marketing dashboards and metrics
E) sales reports using the firm's marketing metrics and dashboards

Question 64

Which of the following output reports is used in the planning phase of the strategic marketing process?

A) marketing plans that define goals
B) action memos that tell who is to do what
C) action memos that tell who is to do what by when
D) corrective action memos
E) tracking reports

Question 65

information needed for the implementation phase of the strategic marketing process includes: (1)action memos with deadlines and Gantt charts; (2)organizational charts; and (3)__________.

A) marketing research
B) positioning studies
C) market-product grids with target segments and product groupings
D) detailed plans to execute the marketing program
E) projected future sales, expenses, and profits

Question 66

output report would be associated with the planning phase of the strategic marketing process?

A) action memo
B) operating statement
C) marketing dashboard
D) marketing plan
E) corrective action memo

Question 67

information needed for the implementation phase of the strategic marketing process includes: (1)__________, (2)organizational charts,and (3)marketing research.

A) action memos with deadlines and Gantt charts
B) positioning studies
C) market-product grids with target segments and product groupings
D) detailed plans to execute the marketing program
E) projected future sales, expenses, and profits

Question 68

Figure 22-3
a recent survey,responding firms reported that on average they used eight metrics to measure their innovation.Figure 22-3 above shows that among firms that use more than three different innovation metrics,they use two different kinds-output metrics and input metrics.Which of the following is an output metric?

A) number of ideas or concepts in the pipeline
B) R&D spending as a percentage of sales
C) revenue growth due to new products or services
D) return on assets (ROA) in the pipeline
E) number of R&D projects

Question 69

phase of the strategic marketing process creates its own unique type of output report.Which of the following would be associated with the evaluation phase?

A) performance reviews for key personnel
B) corrective action memos, triggered by comparing results with goals, often using the firm's marketing dashboards and metrics
C) sales reports using the firm's marketing metrics and dashboards
D) action memos that tell who is to do what by when
E) marketing plans that define goals with the relevant metrics and the marketing mix strategies to achieve them

Question 70

information needed for the evaluation phase of the strategic marketing process includes: (1)__________ and (2)action memos to correct problems and exploit opportunities.

A) positioning studies
B) market-product grids with target segments and product groupings
C) detailed plans to execute the marketing program
D) tracking reports to measure results
E) projected future sales, expenses, and profits

Question 71

Which of the following pieces of information is used in the evaluation phase of the strategic marketing process?

A) marketing return on investment
B) tracking reports to measure results
C) revenues associated with each point of market share
D) trends for industry and competitors
E) possible cannibalization effects on other products in the line

Question 72

Which of the following output reports is used in the evaluation phase of the strategic marketing process?

A) marketing plans that define goals
B) action memos that tell who is to do what
C) marketing research reports
D) trend reports
E) corrective action memos

Question 73

Which output report is used in the implementation phase of the strategic marketing process?

A) marketing plans that define goals
B) projections of sales and expenses
C) action memos that tell who is to do what by when
D) corrective action memos
E) tracking reports

Question 74

actions taken during the evaluation phase of the strategic marketing process include: (1)compare results with plans to identify deviations and (2)__________.

A) find points of difference
B) execute the marketing program
C) track sales and revenues and compare with competitors
D) develop the budget by estimating revenues, expenses, and profits
E) correct negative deviations and exploit positive ones

Question 75

Which of the following pieces of information is used in the evaluation phase of the strategic marketing process?

A) action memos to correct problems and exploit opportunities
B) charts assigning responsibilities for actions and deadlines
C) revenues associated with each point of market share
D) trends for industry and competitors
E) possible cannibalization effects on other products in the line

Question 76

Figure 22-3
a recent survey,responding firms reported that on average they used eight metrics to measure their innovation.Figure 22-3 above shows that among firms that use more than three different innovation metrics,they use two different kinds-output metrics and input metrics.Which of the following is an output metric?

A) number of ideas or concepts in the pipeline
B) R&D spending as a percentage of sales
C) return on assets (ROA) in the pipeline
D) customer satisfaction with new products or services
E) number of R&D projects

Question 77

phase of the strategic marketing process creates its own unique type of output report.Which of the following would be associated with the implementation phase?

A) performance reviews for key personnel
B) corrective action memos, triggered by comparing results with plans, often from the firm's marketing dashboards and metrics
C) sales reports using the firm's marketing metrics and dashboards
D) action memos that tell who is to do what by when
E) marketing plans that define goals with the relevant metrics and the marketing mix strategies to achieve them

Question 78

Which of the following pieces of information is used in the implementation phase of the strategic marketing process?

A) corporate return on investment
B) revenues associated with each point of market share
C) trends for industry and competitors
D) possible cannibalization effects on other products in the line
E) organizational charts

Question 79

information needed for the implementation phase of the strategic marketing process includes: (1)action memos with deadlines and Gantt charts; (2)__________; and (3)marketing research.

A) positioning studies
B) market-product grids with target segments and product groupings
C) organizational charts
D) detailed plans to execute the marketing program
E) projected future sales, expenses, and profits

Question 80

Which of the following pieces of information is used in the implementation phase of the strategic marketing process?

A) marketing return on investment
B) Gantt charts
C) revenues associated with each point of market share
D) trends for industry and competitors
E) possible cannibalization effects on other products in the line