The ________ is the handbook of marketing implementation, evaluation, and control.

The ________ is the handbook of marketing implementation, evaluation, and control.
 a. strategic thrust
 b. marketing plan
 c. SBU strategy
 d. marketing strategy
 e. marketing program

Question 2

A big advantage of the systems approach over the project approach is current information needed for normal
  operations is available when managers need it.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 3

For cognitive responses, counter arguments and ____ will result in negative attitudes.
 a. heuristic affect
  b. source derogations
  c. peripheral affect
  d. systemic affect
  e. unstable cognitions

Question 4

A firm's competitive advantages cannot be fully realized unless:
 a. competitors take them seriously.
 b. target customers see the advantages as valuable.
 c. the government loosens its restrictions on the firm or industry.
 d. the firm's employees truly believe in the advantages.
 e. the firm has the financial resources to make them happen.

Question 5

Sales and cost data compiled in the normal accounting cycle represent a promising source of external secondary
  data.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 6

Thoughts such as ____ are best thought of as examples of source derogations.
 a. This guy is lying
  b. This product won't work
  c. This product will work
  d. I agree
  e. I disagree