In the Context of Marketing Planning, Why Is It Vital

question 2

Multiple Choice

In the context of marketing planning, why is it vital that the marketing plan be capable of selling itself to top management?

• A) Because top managers are responsible for executing the marketing plan.
• B) Because top managers must ensure that the marketing program is successful.
• C) Because top managers must be able to clearly communicate the strategy to external stakeholders.
• D) Because top managers must decide whether the marketing plan is the best use for the organization's scarce resources.
• E) Because top managers are compensated on how well the marketing strategy works.