Several Factors Have Created a Short-Term Orientation Among Marketing Managers

question 31

Multiple Choice

Several factors have created a short-term orientation among marketing managers. Which of the following is a reason why this type of orientation exists in many organizations?

• A) pressure from stockholders to produce higher quarterly revenue
• B) pressure from shareholders to produce higher quarterly profits
• C) a bottom line mentality in many organizations
• D) rewards and punishments based on short-term returns are on the rise for most managers

---

Definitions:

Unit Selling Price

The amount of money charged for a single unit of a product or service.

Annual Fixed Costs

The total fixed costs incurred by a business within a year, inclusive of expenses that do not fluctuate with production or sales volume.

Average Operating Assets

An efficiency metric calculated by averaging the value of a company's operational assets over a period, often used in rate of return calculations.

Direct Material Measures

Quantitative assessments used to determine the amount of direct materials required for production.