The focus of a small company's marketing plan should be on ________
A) preparing accurate financial forecasts
B) the customer
C) describing how its products or services are superior to those of competitors
D) the competition
B
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Ethical lapses happen for a number of reasons. Joan made an unethical decision. When confronted with it by her boss, she couldn't understand why he was upset because "Everyone does it." This is an example of an ethical lapse due to:
A) a "bad apple." B) a "bad barrel." C) opportunity pressures. D) competitive pressures.
Which of the following statements that would appear in a business message best reflects the "you" attitude?
A) You failed to enclose a check for $25. B) We need a check from you for $25 so that we can send the merchandise by May 15. C) We will send you the merchandise as soon as we receive your check for $25. D) You will have your merchandise by July 15 if you send us your check for $25 today. E) Your merchandise will be held until you send us a check for $25.