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Question
The CEO of a small but growing sports equipment firm has just announced that sales went up significantly last year. The marketing director is happy because her budget will go up also. This indicates that the firm is using the ____ to set the advertising budget.a. objective-and-sales approach
b. share-of-market approach
c. percentage-of-sales approach
d. advertising response function
Answer
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When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.