The marketing plan, the central instrument for directing and coordinating the marketing effort, operates at ________ levels.
A) functional and operational
B) strategic and tactical
C) corporate and operational
D) customer and expenditure
E) corporate and division

Question

Quizplus · Accepted Answer

The marketing plan operates at both strategic and tactical levels. Strategic marketing plans are developed at the corporate level and provide direction for the entire organization. Tactical marketing plans are developed for individual products, markets, or business units and provide specific actions and timelines to achieve the strategic objectives.

The Marketing Plan, the Central Instrument for Directing and Coordinating