In the context of marketing planning, why is it vital that the marketing plan be capable of selling itself to top management?

A) Because top managers are responsible for executing the marketing plan.
B) Because top managers must ensure that the marketing program is successful.
C) Because top managers must be able to clearly communicate the strategy to external stakeholders.
D) Because top managers must decide whether the marketing plan is the best use for the organization's scarce resources.
E) Because top managers are compensated on how well the marketing strategy works.

Question

Katelynn Sullaway · Accepted Answer

Final Answer : D, Explanation :  Top managers are responsible for allocating the organization's limited resources efficiently. A marketing plan must convince them that investing in the proposed marketing activities is the best use of these scarce resources compared to other potential investments.

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