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Question
For most business marketers, the amount of the promotional budget spent on personal selling far exceeds expenditures on advertising. In addition, it is nearly impossible to evaluate the impact of advertising on industrial sales. Given this situation, should business marketers advertise, and how can they justify advertising if they cannot measure its impact on sales?Answer
n/a
Related questions
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By reducing waste, compressing time, reducing unit costs, and by demonstrating a flexible response, Dell Computer achieves the four major goals of supply chain management. Briefly describe the meaning and significance of each of these goals to a firm like Dell.
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a. a value network.
b. relationship dynamics
c. a strategic asset.
d. a market scope.
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The process that translates marketing plans into action assignments and ensures that such assignments are executed in a manner to accomplish a plan's defined objectives is called:
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c. strategic marketing.
d. marketing accountability.
e. competitive advantage.
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The structure of the buying center in a traditional selling focus is indicated by the____________________and a few other individuals are involved in the buying decision.
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Relationship____________________represents the customer's desire to engage in strong relationships with a current or potential supplier.
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A benchmarking study sought to uncover the critical success factors that drive a firm's new product performance. The results indicate that successful firms:
a. center development efforts on clearly-defined market and technology domains.
b. seldom "kill" a project once the new product development process has been initiated.
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Products that share a common platform but have different specific features and enhancements that are required for different sets of consumers constitute:
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b. a product market.
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Qualitative sales forecasting techniques provide a systematic analysis of cause and effect relationships.
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a. customer service
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e. Improvisation
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Describe the factors that appear to influence the salesperson's satisfaction with the job and the work environment.
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a. Communication is consistent with organizational flow.
b. An informal network assesses technical and market merit.
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b. a financial perspective.
c. a learning and growth perspective.
d. all of the above.
e. (a) and (b) only.
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Changes in business marketing strategy requires corresponding changes in personal selling styles.
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If the requirements of segmentation are met, it should provide the business marketer with valuable guidelines for allocating marketing resources.
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