he elasticity of sales to communication was summarized in the table below. Channels length short medium long Advertising 2.50 4.22 8.42 Personal selling 8.21 0.88 0.15 Promotion 0.24 1.95 1.98 Publicity 0.11 0.23 0.18 (a) Using means, compare the elasticities of sales to communication (b) Based on your results in (a) describe the following: (i) channel responsiveness (ii) communication responsiveness

he elasticity of sales to communication was summarized in the table below. Channels length short medium long Advertising 2.50 4.22 8.42 Personal selling 8.21 0.88 0.15 Promotion 0.24 1.95 1.98 Publicity 0.11 0.23 0.18 (a) Using means, compare the elasticities of sales to communication (b) Based on your results in (a) describe the following: (i) channel responsiveness (ii) communication responsiveness

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter10: Digital Marketing And Social Networking

Section: Chapter Questions

Problem 1DYMP

See similar textbooks

Similar questions

queation 3 Demonstrate any two marketing communication tools with example
Examine Adidas website https://www.adidas.com/us Seek to identify the steps of the communications and marketing plan they may have implemented. Is there a strategic approach to communications that they may also be using? In answering both questions, what evidence can you share to validate your claims?
Identify the potential benefit, and challenges, for companies moving to direct online distribution channels. Your answer should explain how companies can balance expected benefits from onine direct sales with potential channel conflicts, and address how companies can best transition from traditional and intermediary sales model to direct channel. Explain how you could create customer value throughout the entire product/brand experience. Your answer should encompass all of the following concepts: Core, Actual & Expected, and Augmented Product iPACE Frame Work
Should companies involve their marketing channels in the design of their customer communication programs? What are the advantages and disadvantages of doing so?
Explain and discuss the evolution of email marketing. According to Sachdev (2024), email marketing is generally useful for increasing sales, conversions, and ensuring customers are associated with the brand. Based on the author Raj Sachdev's analogy of email marketing, describe and discuss the four (4) objectives listed below of email marketing. Please make sure to provide relevant Social Media/Digital Marketing concepts to support claims. 4 objectives: 1. Increased Brand Awareness 2. Gain traffic, leads, sales, and conversions 3. Enhance retention and loyalty 4. Increase brand image and reputation
Examine a sports business (Nike) website https://www.nike.com/ Seek to identify the steps of the communications and marketing plan they may have implemented. Is there a strategic approach to communications that they may also be using? In answering both questions what evidence can you share to validate your claims
Aref has an e-commerce company and uses mobile CRM to interact with the customers. Explain the four (4) steps Aref needs to follow to implement a mobile CRM system. Why businessmen such as Aref prefers to use mobile CRM compared to the traditional method? What are some of the drawbacks of using mobile CRM?
Explore the concept of omni-channel CRM. How does it enable businesses to provide consistent and seamless customer experiences across various communication channels?
How to fix the problem of gap 4 (the communication gap) through service intangibility, management of service promises and internal marketing communication?
Sole Founder of PostcardMania, Joy bootstrapped her business to $62 million in 2019 with only a phone, a computer and postcards. From a survey, 81% of people reported that they look forward to seeing what they have received in their mailbox. (Source: Forbes, 2020) Explain the most appropriate communications mix tool as described in the case above. Discuss three channels most commonly used for the selected communications mix tool. Discuss three advantages and three disadvantages of the selected communications mix tool in question (a). Support each of your answers with strong evidence.
Answer the following questions: 1. Explain why the sales field force is considered as an accounting asset. 2. How does the Covid19 pandemic affect the shift in the approach in integrated marketing communication? Expound your answer by citing examples.
Define business communication in your own words.