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59) At the functional level, the organization's strategic direction becomes A) much more manageable since its offerings have been finalized. B) the most specific and most focused in terms of implementing the company's goals. C) broader since for less complex firms, the corporate and functional levels may merge. D) more general to avoid the "not invented here syndrome" that could result in missed opportunities. E) the sole responsibility of the CEO. Answer: B Explanation: At the functional level, the organization's strategic direction becomes its most specific and focused. Difficulty: 2 Medium Topic: Strategic Marketing Planning Learning Objective: 02-01 Describe three kinds of organizations and the three levels of strategy in them. Bloom's: Understand AACSB: Analytical Thinking Accessibility: Keyboard Navigation 60) Which of the following statements would most likely be heard at the functional level of an organization? A) "We need to divest our Canadian operations that are performing poorly." B) "How large a budget can we allot to the marketing department?" C) "We plan to implement a Facebook advertising initiative within 90 days." D) "We should hire the most culturally diverse cross-functional team possible in order to generate the best new-product ideas." E) "What dividends should we pay stockholders next quarter?" Answer: C Explanation: At the functional level, the organization's strategic direction becomes its most specific and focused. Difficulty: 3 Hard Topic: Strategic Marketing Planning Learning Objective: 02-01 Describe three kinds of organizations and the three levels of strategy in them. Bloom's: Apply AACSB: Knowledge Application Accessibility: Keyboard Navigation

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Test Bank for Marketing 14th Kerin  

Test Bank Marketing 14th Edition Kerin 2019 (Test Bank Download) (9781259924040) (1259924041). Instant access. All chapter are included. All...

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