Coordination among a firm's SBUs is enhanced if the functions, strategies, and resources allotted to each are fully outlined in short-, moderate-, and long-term marketing plans.

Question

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Having detailed marketing plans for short-, moderate-, and long-term periods helps in clearly defining the functions, strategies, and resources for each Strategic Business Unit (SBU), thereby enhancing coordination among them. This is because such plans provide a roadmap and align efforts towards common goals.

Coordination Among a Firm's SBUs Is Enhanced If the Functions