A large consumer products company markets several different lines of products, with many individual products in each line. Each product has its own marketing plan. The company president wants to bring together all of the different marketing plans into a single integrated document that can become part of the company's strategic plan. It appears that the company president needs a:
a. marketing super-plan.
b. marketing program.
c. marketing strategy.
d. operational plan.
e. mass-marketing approach.
Answer: b. marketing program.