Answer to Question 1
The objectives that are set at the local level are more specific and set measurable targets for individual markets. These objectives may be product- or service-related or related to the entity itself. Typical goals are to increase awareness, enhance image, and improve market share in a particular market. Whatever the objective, it has to be measurable for control purposes. Local objectives are typically developed as a combination of headquarters (global or regional) and country organization involvement. Basic guidelines are initiated by headquarters, whereas local organizations set the actual country-specific goals. These goals are subject to headquarters approval, mainly to ensure consistency. Although some campaigns, especially global ones, may have more headquarters involvement than usual, local input is still quite important, especially to ensure appropriate implementation of the subsequent programs at the local level.
Answer to Question 2
D
