When a Firm's Competitive Position Is Strong, and Account Opportunity

Multiple Choice

When a firm's competitive position is strong, and 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 to take advantage of opportunity and maintain/improve competitive position.
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.