Kelly is the chief marketing officer of Boyd Pharmaceuticals.She is meeting with Terence,the chief financial officer to decide on the company's marketing communications budget.They pore over the sales reports and other financial records and determine the amount of resources they can spare for marketing communications,after resources have been allocated to other functions,such as R&D,logistics,etc.What method did Kelly and Terence use to arrive at the marketing communications budget?

Question

Quizplus · Accepted Answer

Kelly and Terence used the affordable method, as they determined the marketing communications budget based on what they believe the company can afford after allocating resources to other functions. This method does not start with marketing objectives but rather with available budget.

Kelly Is the Chief Marketing Officer of Boyd Pharmaceuticals