The "what we can afford" method of developing a marketing communications budget suggests that managers do not see the benefits of marketing.

Question

Quizplus · Accepted Answer

The "what we can afford" method of developing a marketing communications budget is not based on the benefits of marketing, but on the financial limitations of the company. This approach assumes that the budget should be set based on what the company can afford to spend, rather than what is necessary to achieve marketing objectives or maximize sales. Therefore, the method does not necessarily indicate that managers do not see the benefits of marketing, but rather that they may prioritize financial constraints in budgeting decisions.

The "What We Can Afford" Method of Developing a Marketing