Which of the following is a step in calculating the ROI for a sampling investment?
a. define the objectives
b. review the category
c. calculate the profit per unit
d. calculate the price elasticity
e. calculate the volume necessary to break even
Question 2
John is the marcom manager at a major consumer packaged goods manufacturer. He feels that marcom objectives should be stated in terms of sales or market share gains and that failure to do so is a cop-out. Which view is John espousing?
a. traditional view
b. common view
c. heretical view
d. revolutionary view
e. controversial view
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