1. Why does an organization's intended strategy often differ from its realized strategy?
2. Why might an organization use multiple bases for organizing its marketing unit?
3. What are the major steps of the marketing control process?
4. Contact three organizations that appear to be successful. Talk with one of the managers or executives in the company, and ask if he or she would share with you the company's mission statement or organizational goals. Obtain as much information as possible about the statement and the organizational goals. Discuss how the statement matches the criteria outlined in the text.