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account executives achieve actions advertising analysis and/or areas basic branch manager brokerage firms brokers budgets bull market capital chapter clear clients companies competition competitors complex create crucial culture customers deal decisions detailed develop difficult economy of scale effective evaluation example executive committee firm's strategy fixed costs focus focused growth highly human resource systems ideal implementation important individual investment involved issues larger firms long-term major managerial market research market segment market share marketing managers marketing plan marketing program Merrill Lynch objectives operations organization organizational Philip Kotler planning process position problems Procter & Gamble product manager profits questionnaire recruiting regional firms revenues sales force securities industry selling skills smaller firms sophisticated statement step strategic business units strategic plan structure task top management usually viable weaknesses