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92) An organization's mission refers to A) the target goal it sets for current profits based on enacting a comprehensive strategic plan. B) the target objective it projects for future market share based on enacting a comprehensive strategic plan. C) the fundamental, passionate, and enduring principles that guide its conduct over time. D) specific strategies and tactics that will be used to counteract any competitor's advantages. E) a statement of the organization's functions in society that often identifies its customers, markets, products, and technologies. 93) The terms ________ and a mission statement are often used interchangeably. A) idea B) objective C) vision D) goal E) protocol 94) Often used interchangeably with the term vision, a ________ frequently has a meaningful theme and a long-term orientation. A) point of difference B) mission statement C) business definition D) customer value proposition E) marketing plan 95) A mission statement should be all of these except which? A) Short-term B) Inspirational C) Clear D) Meaningful E) Concise 96) A mission statement should be A) short-term. B) inspirational. C) numerical. D) trademarked. E) clever. 97) A mission statement should be A) idealistic. B) long-term. C) fact-based. D) complex. E) permanent.

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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...

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...