An Empirical Study of the Industrial Marketing Mix Jean Marie Choffray
An Empirical Study of the Industrial Marketing Mix Jean Marie Choffray
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J As these two marketing spending rates are both defined with respect to the number of potential customers, our data indicate that the overall industrial advertising budget should represent between 1/3 and 1/2 of the total personal selling budget! This contrasts with the median ratio (- . 11) found in our sample.
The substitution between personal selling and communication expenditures is also interesting to discuss. The rate of substitution of communication for personal selling is given by s =-...^ = i . A a, p dP a ' P a As the ratio a /a varies approximately in the interval [2, 3] we can get an P 3 estimate of the upper and lower bounds on S when we know the current level a, p of both A and P. On the basis of the observed data it appears that a reason- * able estimate of A/P is 1/6. So, if we assume that the estimated relation is indeed true, the bounds on S are: a, p S (upper) ^ ^ a, p S ^^°""> = . 33 a, p *This estimate is based on the ratio of the average spending rate for advertising and personal selling in 1973.
What to read after An Empirical Study of the Industrial Marketing Mix Jean Marie Choffray?
You can find similar books in the "Read Also" column, or choose other free books by Jean Marie Choffray to read onlineMoreLess
To quickly assess the difficulty of the text, read a short excerpt:
J As these two marketing spending rates are both defined with respect to the number of potential customers, our data indicate that the overall industrial advertising budget should represent between 1/3 and 1/2 of the total personal selling budget! This contrasts with the median ratio (- . 11) found in our sample.
The substitution between personal selling and communication expenditures is also interesting to discuss. The rate of substitution of communication for personal selling is given by s =-...^ = i . A a, p dP a ' P a As the ratio a /a varies approximately in the interval [2, 3] we can get an P 3 estimate of the upper and lower bounds on S when we know the current level a, p of both A and P. On the basis of the observed data it appears that a reason- * able estimate of A/P is 1/6. So, if we assume that the estimated relation is indeed true, the bounds on S are: a, p S (upper) ^ ^ a, p S ^^°""> = . 33 a, p *This estimate is based on the ratio of the average spending rate for advertising and personal selling in 1973.
What to read after An Empirical Study of the Industrial Marketing Mix Jean Marie Choffray?
You can find similar books in the "Read Also" column, or choose other free books by Jean Marie Choffray to read onlineMoreLess
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