The Text's Discussion of "Hit-Or-Miss" Marketing Suggests That

question 216

Multiple Choice

The text's discussion of "hit-or-miss" marketing suggests that

• A) firms that don't spend more on marketing than their competitors are likely to fail.
• B) managers who seek big breakthroughs, rather than going after easier to achieve marketing opportunities, face big risks and are likely to fail.
• C) it is fairly common for marketing efforts to turn out poorly, so to avoid that fate and get better than average results, a good manager needs to use a logical process for marketing strategy planning.
• D) getting good marketing results is really quite easy as long as the marketing manager focuses on the 4Ps.
• E) all of the above are good answers.

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Definitions:

Revenue And Spending Variances

The differences between the actual and budgeted amounts of revenue and expenses.

Flexible Budget

A financial plan that adjusts or varies with changes in volume or activity.

Spending Variance

The difference between the budgeted amount of expenditure and the actual amount spent.

Facility Expenses

Costs associated with maintaining and operating a physical location or building, such as rent, utilities, and maintenance.