Abstract
Technological and market changes make it increasingly difficult to manage marketing organizations and programs. These changes have affected how products and services are taken to market and how marketing and sales should be organized and managed. Describes the Marketing Opportunity Quiz, which has been developed for use with top management and marketing management of any size organization. The quiz uses 24 questions to touch upon key marketing issues throughout the organization and provides insight into areas where further investigation may be worthwhile. From this process, management can focus its efforts on how it can adapt its organization and marketing programs to today′s rapidly changing world.
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