Many companies are realizing the efficiency of telemarketing in the face of soaring sales force costs. Whereas
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1. Refer to Appendix 2, Marketing by the Numbers, to determine the marketing return on sales (marketing ROS) and return on marketing investment (marketing ROI) for Company A and Company B in the chart below. Which company is performing better? Explain.
2. Should all companies consider reducing their sales forces in favor of telemarketing? Discuss the pros and cons of thisaction.
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