APPENDIX C
How Results-Based Are Your Marketing Programs?
Instructions: For each of the following statements, please circle the response that best matches the extent to which marketing programs at your organization deliver business results. Select only one choice. Please be candid with your responses. All marketing organizations deliver business results. These are impact measures of output (sales, new accounts), quality (customer complaints, product returns), time (call time, response time), and costs (shipping costs, rebates).
1. The direction of our marketing programs:
a. Shifts with requests, problems, and changes as they occur.
b. Is determined by top executives and leaders and adjusted as needed.
c. Is based on a mission and a strategic ...
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