Question

Anyone know the answer to this marketing question? Howell and Associates specializes in business consulting. Currently, they serve 28 percent of the market in their geographic area. George Howell, CEO, has decided to set a growth objective for his firm in an effort to expand their market share to 40 percent. According to the competitive parity budgeting method, what share of the total industry marketing effort do they need to have in order to attain their growth objective? a. 12 percent b. 46 percent c. 18 percent d. 40 percent e. 28 percent

Answer 1

According to the competitive parity budgeting method, in order to attain their growth objective, they would need to have 46 percent share of the total industry marketing effort. The correct answer is B.