题目内容

The__ is the last section of the marketing plan. It spells out the goals and budget for each month or quarter so management can review each period’s results and take action as needed()

A. executive summary
B. situation analysis
C. marketing strategy
D. financial projections
E. implementation controls

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__ reflects a customer’s judgment of a product’s performance in relation to his or her expectations()

A. Brand equity
B. Satisfaction
C. Value
D. Perception
E. Brand image

The heart of the internal records system is the__ because customers favor firms that can promise timely delivery()

A. sales information system
B. data mining system
C. order-to-payment cycle
D. information needs probe
E. data warehouse

In marketing cosmetics, laundry detergent, and products like Pringles to consumers, P&G manages__ such as eye-catching package designs and innovative product functions()

A. events
B. prospects
C. markets
D. brands
E. touch points

Which of the following can be considered a primary activity in the value chain process()

A. procurement
B. human resource management
C. technology development
D. inbound logistics
E. firm infrastructure

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