Consider Figure 22-A Above

Multiple Choice

Consider Figure 22-A above.Effective managers track the progress of their marketing plans to identify problems that need to be corrected.Sometimes,the problems are with the marketing plan and its strategies;at other times,they may be due to their implementation;and at still other times,they may be due to both.Recall that research on what really works shows that successful firms have excellence on both the planning and strategy side and the implementation or execution side.As Figure 22-A shows,marketers can develop and implement strategies that have four possible results.For "B," identify the MOST LIKELY result of the planning and implementation of the marketing plan and its strategies for a product or service.

A) Trouble: The solution is to recognize that only implementation is at fault and to correct it.
B) Success: The marketing program achieves its objectives.
C) Failure: The marketing program flounders and fails to achieve its objectives.
D) Trouble: The solution is to recognize that only the strategy is at fault and to correct it.
E) Cannot be determined with the information provided.