Refer to Appendix 2 to determine the marketing return on sales (marketing ROS) and marketing ROI for each company in the chart below. Which company is performing better? Explain. Many companies are realizing the efficiency of telemarketing in the face of soaring sales force costs. Whereas the average cost of a B-to-B sales call by an outside salesperson costs more than $300, the cost of a telemarketing sales call can be as little as $5 to $20. In addition, telemarketers can make up to 33 decision maker contacts per day compared to a salesperson's four per day. This has gotten the attention of many B-to-B marketers, where telemarketing can be veryeffective.

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Company A Company (sales force (telemarketing only) $2,000,000 Net sales Cost of goods sold Sales expenses only) $1,000,000 $500,000 200,000 $800,000 $700,000