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325) Alex has just completed measuring the results of her firm's product performance. Her next step will be to A) do a profitability analysis. B) take necessary corrective actions. C) bring these to the marketing auditor. D) proceed regardless of deviations from original plans. E) compare the results against the goals specified in the marketing plan. Answer: E Explanation: The essence of evaluation, the final phase of the strategic marketing process, is to compare results with planned goals for the marketing program in order to take necessary corrective actions. Difficulty: 3 Hard Topic: Elements of a Marketing Plan Learning Objective: 02-07 Discuss how managers identify and act on deviations from plans. Bloom's: Apply AACSB: Knowledge Application Accessibility: Keyboard Navigation 326) IBM's business strategy to help its clients be more efficient, productive, and responsive to the data generated from the revolution in the global marketplace concerning the instrumentation and integration of the world's processes and infrastructures is referred to as A) "The IBM Way." B) "Smarter Planet." C) "Reinvent Business." D) "The 2015 Road Map." E) "Big Blue." Answer: B Explanation: IBM's business strategy to help its clients be more efficient, productive, and responsive is known as "Smarter Planet." See Video Case 2: IBM: Using Strategy to Build a "Smarter Planet." Difficulty: 1 Easy Topic: Developing a Competitive Strategy Learning Objective: 02-01 Describe three kinds of organizations and the three levels of strategy in them. Bloom's: Remember AACSB: Analytical Thinking 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...

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...