• choosing the right moment to capture employees ' attention and imagination
• furnishing energizing and informative internal communication
20. The strategic management process is __________.
• the full set of commitments, decisions, and actions required for the firm to achieve above-average returns and strategic competitiveness
• a decision-making activity concerned with a firm ' s internal resources, capabilities, and competencies, independent of the conditions in its external environment
• a process directed by top-management with input from other stakeholders that seeks to achieve above- average returns for investors through effective use of the organization ' s resources
• a set of activities that will assure a sustainable competitive advantage and above-average returns for the firm
21. The first step in the social marketing planning process is ________.
• designing the market offering
• determining the focus of the program
• setting objectives and goals
• selecting the target audience
22. Moving into international markets is a particularly attractive strategy to firms whose domestic markets __________.
• have too much regulation
• demand a differentiation strategy for success
• are limited in opportunities for growth
• have developed unfriendly business attitudes toward the industry
23. Aisha is a marketing manager with Injoos, a company that manufactures packaged fruit juices. Knowing that several other companies exist in the market that offer similar products, Aisha decides to build a customer base from among those who prefer to avoid mass media and other targeted promotions. Which of the following marketing