Deciding marketing objectives

Discuss the considerations involved in deciding marketing objectives.

1. What is a marketing audit and what is the purpose of it?

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2. What are the principal decisions to be made when preparing the marketing plan?

3. What are the main criteria for the successful implementation of a marketing plan?

4. Discuss the pros and cons of standardising the marketing management process. Is a standardised process of more benefit to a company pursuing a national market strategy or a global market strategy?

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