In the Context of Marketing Planning

question 16

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 be able to evaluate the performance of the marketing program.
• 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.

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Definitions:

B2B Commerce

Business-to-business commerce involving transactions between companies rather than between a company and individual consumers.

M2M

Machine-to-Machine communication, referring to direct communication between devices using any communications channel, including wired and wireless.

Horizontal Flow

The movement of information, resources, or processes across an organization or system at the same level or hierarchy, promoting collaboration and efficiency.

Virtual Brand Community

Virtual Brand Community is an online group of individuals with shared interests in a particular brand, where members interact and exchange information, reinforcing brand loyalty and engagement.