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You are leading the breakout session on developing the marketing strategy at your company’s strategic planning conference. You have prepared discussion guidelines and rules of engagement to keep all attendees in the session focused on the task at hand.
Your guidelines for developing the company’s marketing strategy
?suggest that the target market should be selected to fit the marketing mix.
?suggest that marketing should not worry about the strategy’s impact on company profits because the finance department will handle that aspect.
?suggest that the marketing objectives should be consistent with both the business-unit and the corporate strategies.
?suggest that the marketing objectives be written in general terms so that the strategy and be change along the way if necessary.
?suggest that the target market should be identified before the marketing objectives are established.
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