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 the above.

Question

Quizplus · Accepted Answer

Involving the marketing manager in objective setting will ensure that the objectives align with the firm's marketing goals and strategies. Setting objectives solely based on immediate profit potential may not align with long-term strategic goals and may lead the firm to miss out on future opportunities. Sticking to overly general objectives may not provide enough guidance for employees to achieve specific outcomes, while setting unattainable objectives may lead to frustration and demotivation among staff.

When Setting Objectives for the Whole Firm, TOP MANAGEMENT Should