Answered: Which of the following statements about…

Business

Marketing

Which of the following statements about marketing metrics is NOT correct?

MARKETING 2018

19th Edition

ISBN:9780357033753

Author:Pride

Publisher:Pride

Chapter6: Target Markets: Segmentation And Evaluation

Section: Chapter Questions

Problem 1SC

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Concept explainers

Marketing Plan

A marketing plan is a roadmap used by a business organization to execute and track its marketing strategy. In other words, it is a set of specified actions intended to attract potential customers and clients and influence them to buy the product and services of the business organization.

Question

Which of the following statements about marketing metrics is NOT correct?

A) If the variance of consumer expenditures is relatively high, then share of wallet is better to measure loyalty than share of category requirement.

B)Market share provides information about how sales are distributed among customers.

C) Calculating market share and sales growth usually does not require individual customer data.

D)Market share is calculated across buyers and non-buyers, whereas share of wallet is calculated only among actual buyers.

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