Marketing return on investment equals ________
A) profits/marketing & sales expenses x 100%
B) net marketing contribution/marketing & sales expenses x 100%
C) gross margin/total expenses x 100%
D) net marketing contribution/operating expenses x 100%
E) sales revenues/marketing & sales expenses x 100%
B
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The International Accounting Standards Board (IASB) issues International Financial Reporting Standards (IFRS) that identify preferred accounting practices.
Answer the following statement true (T) or false (F)
Customers around the world know Pepsi and consider it a primary "go-to" brand if they want a refreshing drink. This positioning reflects Pepsi's careful implementation of
A. operational excellence strategy. B. strategic business unit control. C. targeting strategy and the marketing mix. D. supply chain management. E. locational excellence strategy.
Franchising:
A. reduces risk of downside loss. B. is the same as the me-too strategy. C. reduces the amount of competition an entrepreneur will face. D. is the only imitation strategy discussed in the text.
Which of the following start-up businesses would a typical venture capitalist be MOST likely to fund?