28. When involved in the control process, the marketing manager should view company profit
a) as the test of whether or not the marketing mix is
successful.
This is not true,
because, as we often mentioned, marketing is only one component of the
total company's effort to achieve profits.
b) as a gross index of performance that should be further
broken down into smaller components.
This is much better.
Actually, it is even the right answer! When profits are further broken
down, particularly into a profit and loss statement, a marketing manager
can evaluate sales and selling/marketing expenses, etc.
c) as a guide to future operations.
No, profit is not
used in marketing as a guide to future operations. It could be in finance
or R&D, since profits and positive cash flows will impact on what the
company is likely to do with its excess money.
d) all of the above are true.
Not true.
e) none of the above are true.
Not true either.