General Mills uses a marketing structure in which one person is ultimately responsible for the marketing of a specific product.For instance,one person is responsible for setting marketing goals and developing and implementing related marketing strategies for the well-known breakfast cereal,Cheerios.This person,who takes responsibility for the success or failure of the marketing of Cheerios,is called

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General Mills is one of many marketing organizations that use product managers to plan,implement,and evaluate the annual and long-range marketing plans for specific products.The product manager assumes profit and loss responsibility for the product line.

General Mills Uses a Marketing Structure in Which One Person