Handbook of Management Scales/Marketing synergy

From Wikibooks, open books for an open world
< Handbook of Management Scales
Jump to: navigation, search

Marketing synergy (alpha = 0.97)[edit]

Description[edit]

Although certain items of some scales were developed specifically for the Japanese context, many were derived from existing validated scales. Respondents answered all questions using a Likert-type scale ranging from 0 to 10; field research suggested that an 11-point scale was appropriate for studying Japanese management practices because a 100 percent grading system is used in most Japanese schools.

Definition[edit]

Marketing synergy refers to the project's fit with the available market research, sales force, distribution, and advertising and promotion skills and resources.

Items[edit]

To what extent does each statement listed below correctly describe this selected successful project? (0 = strongly disagree, 10 = strongly agree)

  • Our company's marketing research skills were more than adequate for this project. (0.63)
  • Our company's salesforce skills were more than adequate for this project. (0.58)
  • Our company's distribution skills were more than adequate for this project. (1.00)
  • Our company's advertising/promotion skills were more than adequate for this project. (0.62)
  • Our company's marketing research resources were more than adequate for this project. (0.63)
  • Our company's salesforce resources were more than adequate for this project. (0.63)
  • Our company's distribution resources were more than adequate for this project. (0.99)
  • Our company's advertising/promotion resources were more than adequate for this project. (0.63)

Source[edit]

Comments[edit]

Some items have low factor loadings.

Related Scales[edit]