When a firm's competitive position is weak, but account opportunity is high, the selling effort strategy should be to:
A) perform additional analysis to identify accounts where the sales organization's competitive position can be strengthened and invest heavy selling effort in these accounts.
B) provide minimal selling effort to accounts and replace the personal selling effort with advertising.
C) invest heavy selling effort in accounts.
D) invest sufficient selling effort in accounts to maintain current competitive position.
E) provide minimal selling effort to accounts and use less costly forms of marketing to replace selling efforts on a selective basis.

Question

Quizplus · Accepted Answer

By performing additional analysis to identify accounts where the sales organization's competitive position can be strengthened, the firm can focus on those accounts and invest heavy selling effort to improve their competitive position in those accounts. This will help the firm maximize its account opportunities and improve its overall competitive position in the long term. Providing minimal selling effort or replacing personal selling with advertising or other less costly marketing efforts may not be effective in improving the firm's competitive position.

When a Firm's Competitive Position Is Weak, but Account Opportunity