A marketing program refers to
a. a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers.
b. the specific ratio within a marketing budget that divides resources between advertising, promotions, and personal selling.
c. the allocation of resources within a firm toward individual marketing mix elements.
d. the marketing manager's controllable factors—product, price, promotion, and place—that can be used to solve a marketing problem.
e. the selection of product benefits and attributes that are added to or subtracted from a given product to create variations within a product line.
Answer: a. a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers.
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