In addition to planning for change, marketers must set goals to meet concerns of customers, employees, shareholders, and members of the general public.

Question

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Marketers must consider the concerns of various stakeholders including customers, employees, shareholders, and the general public when setting goals, as these groups are directly affected by the company's actions and its products or services. This holistic approach ensures that the company's strategies are sustainable and socially responsible, aligning with broader societal expectations and contributing to long-term success.

In Addition to Planning for Change, Marketers Must Set Goals