CHAPTER 1 An Overview of Marketing

The criteria for a good objective are to be: (1) realistic; (2) measurable; (3) time specific, and (4) consistent. A good example of an objective is given in the textbook (for a retail pet food company): “To achieve 10 percent dollar market share in the specialty pet food market within 12 months of product introduction.” (text p. 15) 4. ................
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