When setting objectives for the whole firm,TOP MANAGEMENT should:
A) involve the marketing manager in the objective setting process.
B) set objectives that focus on the highest possible immediate profit potential.
C) stick to general objectives-in order to maintain flexibility.
D) set objectives beyond what can actually be achieved-so everyone will work harder.
E) all of these are useful when setting objectives.

Question

Quizplus · Accepted Answer

The marketing manager should be involved in setting company objectives. Company objectives guide managers as they search for and evaluate opportunities, and later plan marketing strategies.

When Setting Objectives for the Whole Firm,TOP MANAGEMENT Should