137.A firm’s organizational mission should be derived from its goals. 138.An organization’s

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137.A firm's organizational mission should be derived from its goals.



138.An organization's goals focus on the ends or results that the firm seeks.



139.Marketing objectives should be stated in such a way that the degree of accomplishment can be measured accurately.



140.Marketing objectives state what is to be accomplished through marketing activities.



141.A marketing objective need not be consistent with the firm's overall objectives.



142.Corporate strategy determines the means for utilizing resources in the functional areas of business to reach the organization's goals.



143.Corporate strategic planners focus on dimensions such as competition, diversification, differentiation, environmental focus, and interrelationships among SBUs.



144.A strategic business unit is not self-supporting in terms of sales, markets, production, and other resources.



145.A market is a group of individuals and/or organizations that have needs for products in a product class and have the ability, willingness, and authority to purchase these products.



146.The Boston Consulting Group approach is based on a philosophy that a product's market growth rate and its market share relative to competition should be helpful in determining its marketing strategy.




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