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) the retailer's share of the communication expenses equals its share of the market
D) surplus cannot be allocated to other categories
E) retailers can exploit opportunities they confront in the market

Question

Quizplus · Accepted Answer

The competitive parity method sets the communication budget so that the retailer's share of the communication expenses equals its share of the market, ensuring that the retailer remains competitive with others in the industry.

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