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Concept Checks
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1

What is the significance of the S-shape of the sales response function in figure 22-1?
 
2

What are the main output reports from each phase of the strategic marketing process?
 
3

What are two kinds of marketing plans?
 
4

Describe Porter's four generic business strategies.
 
5

Where do (a) marketing synergies and (b) R&D-manufacturing synergies appear in a market-product grid framework?
 
6

Why is it important to include line operating managers in the planning process?
 
7

What is the meaning and importance of a program champion?
 
8

Explain the difference between sequential and concurrent tasks in a Gantt chart.
 
9

What is the difference between a line and a staff position in a marketing organization?
 
10

What are the four groupings used within a typical marketing organization?
 
11

What two components of the strategic marketing process are compared to control a marketing program?
 





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