When a Firm's Competitive Position Is Weak, but Account Opportunity

question 178

Multiple Choice

When a firm's competitive position is weak, but account opportunity is high, the selling effort strategy should be to:

• A) perform additional analysis to identify accounts where the sales organization's competitive position can be strengthened and invest heavy selling effort in these accounts.
• B) provide minimal selling effort to accounts and replace the personal selling effort with advertising.
• C) invest heavy selling effort in accounts.
• D) invest sufficient selling effort in accounts to maintain current competitive position.
• E) provide minimal selling effort to accounts and use less costly forms of marketing to replace selling efforts on a selective basis.