Under the competitive parity method,the communication budget is set so that _____.
A) sales forecasts will not affect the budget
B) it resembles a fixed percentage of sales
C) surplus cannot be allocated to other categories
D) the retailer's share of the communication expenses equals its share of the market
E) retailers can exploit opportunities they confront in the market

Question

Quizplus · Accepted Answer

The competitive parity method utilizes the percentage-of-the-sales or market share the store has to the total company to determine the amount of communication budget for that location.

Under the Competitive Parity Method,the Communication Budget Is Set So