Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget
After extensive discussions, they decide that the size of the budget will be calculated as a fraction of the overall turnover. What method did Kelly and Trent use to arrive at the marketing communications budget?
A) affordable method
B) objective-and-task method
C) competitive-parity method
D) activity-based method
E) percentage-of-sales method
E
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The decision criteria used in selecting advertising agencies can be applied to selecting a public relations firm
Indicate whether the statement is true or false
What type of software do salespeople use to track all aspects of customer interaction?
A) TQM (total quality management) B) CRM (customer relationship management) C) DRM (direct response management) D) PR (public relations) E) JIT (just in time)
Which of the following is NOT a true statement about conventional marketing systems?
A) Conventional marketing systems are multilevel distribution channels. B) Most conventional marketing systems are highly successful. C) Members of conventional marketing systems work independently of one another. D) Members of conventional marketing systems do not work toward the same broad goals. E) Relationships between members of conventional marketing systems are limited to simply buying and selling from one another.
A transition creates a _________________ for readers
a. personal tone b. sense of familiarity c. point of reference d. sense of the unexpected