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A marketing vision statement is a written document that summarizes what the marketer has learned ...

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A marketing vision statement is a written document that summarizes what the marketer has learned ...

Question 1.

Companies normally measure their profit performance using ROI; however, this approach suffers because profits are arbitrarily measured and subject to manipulation.

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Question 2.

A marketing vision statement is a written document that summarizes what the marketer has learned about the marketplace and indicates how the firm plans to reach its marketing objectives.

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• false

Textbook

Marketing Management

Edition: 13^th

Authors: Kotler, Keller

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