At a Nike marketing office, marketing specialists, sales people, and marketing researchers are all encouraged to collaborate in the development of a marketing plan in what is considered a(n) ______ approach.
Explanation
Answer: B - At a Nike marketing office, marketing specialists, sales people, and marketing researchers are all encouraged to collaborate in the development of a marketing plan in what is considered a bottom-up approach. In this approach to developing a marketing plan, an organization gives the responsibility of devising the plan to marketing specialists at all levels and not just managers. This approach is designed to give employees ownership over the plan and helps them reach its objectives. Additionally, the input of front-line marketing employees is valuable in the construction of a marketing plan.
