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he elasticity of sales to communication was summarized in the table below.   Channels length   short medium long Advertising 2.50 4.22 8.42 Personal selling 8.21 0.88 0.15 Promotion 0.24 1.95 1.98 Publicity 0.11 0.23 0.18               (a)        Using means, compare the elasticities of sales to communication                          (b)        Based on your results in (a) describe the following:                         (i)         channel responsiveness                                                                                     (ii)         communication responsiveness

he elasticity of sales to communication was summarized in the table below.   Channels length   short medium long Advertising 2.50 4.22 8.42 Personal selling 8.21 0.88 0.15 Promotion 0.24 1.95 1.98 Publicity 0.11 0.23 0.18               (a)        Using means, compare the elasticities of sales to communication                          (b)        Based on your results in (a) describe the following:                         (i)         channel responsiveness                                                                                     (ii)         communication responsiveness

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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The elasticity of sales to communication was summarized in the table below.

 

Channels length

 

short

medium

long

Advertising

2.50

4.22

8.42

Personal selling

8.21

0.88

0.15

Promotion

0.24

1.95

1.98

Publicity

0.11

0.23

0.18

 

            (a)        Using means, compare the elasticities of sales to communication             

            (b)        Based on your results in (a) describe the following:

                        (i)         channel responsiveness                                                            

                        (ii)         communication responsiveness  

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can we calculate the means, and  compare the elasticities of sales to communication, based on the calculated means?

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