Marketing 3340 chapter 22 Study guides, Class notes & Summaries

4 basic business management practices - 1) strategy 2) execution 3) culture 4) structure sales response function - relates the expense of the marketing effort to the marketing results obtained. share points - percentage points of market share, as the common basis of comparison to allocate marketing resources effectively for different product lines within the same firm to make resource allocation decisions - marketing managers must estimate 1) the market share for the pro...