Answer to Question 1
At any given level of the process hierarchy, the decision maker is faced with a set of organizational tasks: (1) deciding on a strategy and assembling the strategic mix, (2) allocating resources to the elements of the strategic mix, (3) setting objectives, and (4) monitoring performance and exerting control.
Answer to Question 2
Monitoring and control requires an assessment of performance not only at the corporate level but also at the marketing and communications levels. It considers how discrepant performance (at the corporate, marketing, and communications level) was from what is considered acceptable goals and exerts control by reassessing its strategies, its tactics, the way resources were allocated, and so on.
