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
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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The 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
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can we calculate the means, and compare the elasticities of sales to communication, based on the calculated means?
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