Marketing Manager Looks for Two Kinds of Deviations,each Triggering a Different

question 187

Multiple Choice

marketing manager looks for two kinds of deviations,each triggering a different kind of action: (1) actual results fall short of goals and (2) __________.

• A) deviations that result from major shifts in customer needs
• B) actual results exceed goals
• C) there are no deviations but there should be
• D) deviations that result from executive mandates
• E) deviations that are blamed on insufficient marketing support (personnel or funding)

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Definitions:

Nonexpenditure Costs

Costs not directly involving monetary payment but may include time, effort, or loss of opportunity.

Economic Cost

A payment that must be made to obtain and retain the services of a resource; the income a firm must provide to a resource supplier to attract the resource away from an alternative use; equal to the quantity of other products that cannot be produced when resources are instead used to make a particular product.

Contractual Obligation

A legal requirement that a party must adhere to as stipulated in a contract, enforceable by law.

Money Expenditures

The total amount of money spent by individuals, firms, or governments on goods and services within a specific period.