Walt Lewis Was Interested in Knowing How Best to Allocate

question 5

Multiple Choice

Walt Lewis was interested in knowing how best to allocate territories in Texas to the new,10-member sales force he hired.While the sales force was undergoing training,Walt sought some secondary data that would help him allocate sets of counties to the salespersons.He knew he had to be equitable and felt strongly that each set of counties should have a market potential about equal to all the other sets.He needed some quantifiable measure of the market potential for each county,and he didn't want to use any Census data because he felt like this was outdated.Which of the following sources of secondary data would you recommend that Walt use?

• A)Hire marketing research firm,Decision Analyst,Inc.
• B)Seek an aggregator known for compiling local directory information.
• C)Call the Office of Management and Budget (OMB)to access the most recent Metropolitan SAs.
• D)Call the Office of Management and Budget (OMB)to access the most recent Micropolitan SAs.
• E)Consult the most recent American Community Survey (ACS)in the geographic region.

---

Definitions:

Customer Insights

Critical information gathered about consumers that helps businesses understand their needs, preferences, and behaviors.

Marketing Mix

A set of controllable, tactical marketing tools—product, price, place, and promotion—that a company uses to produce a desired response from its target market.

Discovering New

The process of identifying previously unrecognized opportunities or insights.

Situation Assessment

The process of evaluating the current status and potential changes in the external and internal environment that could affect future strategies and projects.