Which of the following is an example of decoupling? A) using ...

[jerry coleman]

Which of the following is an example of decoupling?
 A) using part-time employees
  B) sharing capacity with another firm
  C) handling routine transactions by mail or email
  D) cross-training employees
  E) offering discounts during non-peak times

Question 2

Explain how and why the process of developing a marketing plan might be more important than the marketing plan document itself. What are the benefits of the planning process irrespective of the actual outcomes of the process?

[Alyson.hiatt@yahoo.com]

Answer to Question 1

C

Answer to Question 2

The key to the benefits of the planning process is communication, which is vital for synchronizing actions within the firm. As stated in the quote in Chapter 2:

the process of preparing the plan is more important than the document itself. . . . A marketing plan does compel attention, though. It makes the marketing team concentrate on the market, on the company's objectives, and on the strategies and tactics appropriate to those objectives. It's a mechanism for synchronizing action.

Research indicates that organizations that develop formal, written strategic marketing plans tend to be more tightly integrated across functional areas, more specialized, and more decentralized in decision making. The end result of these marketing plan efforts is improved financial and marketing performance.

This question also coincides with Exhibit 2.4 regarding the key obstacles to developing and implementing marketing plans. Students should note that lack of communication is the major stumbling block to effective marketing planning.

[jerry coleman]

Thanks for the timely response, appreciate it

[brbarasa]

TYSM