CLEP Marketing

Answer: B - A strong marketing plan that addresses an organization’s marketing objectives is based on lengthy and time-consuming development. Organizations may use top-down planning, whereby senior managers develop the details of the plan. This approach to marketing plan development is based on a desire to have a corporate, strategic view of marketing activities. Top-down planning represents a vertical organizational structure, whereby those on the frontlines of marketing activities’ implementation receive their plans from those in the management level.