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

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.