In order for a firm to realize the full benefits of the marketing concept, that philosophy must be translated into action. This means marketing activities must be fully coordinated, well managed, and:
A. the mission statement must be time-sensitive.
B. management must have a sales volume orientation.
C. the company must rely on short-term strategic windows.
D. the chief marketing executive must be given a key role in company planning.
E. marketing goals must be customer-oriented, nonspecific, flexible, and quantitative.
Answer: E. marketing goals must be customer-oriented, nonspecific, flexible, and quantitative.