While writing a marketing plan, Melanie decides that the marketing objective should be "to increase market share by 5%." A weakness in this objective is that
a. it is not measurable
b. it should not be related to brand image rather than market share
c. it does not specify a time period
d. if the product is an industrial product, the objective should specify product quality
e. it does not address all elements of the business plan
Answer: c. it does not specify a time period