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Handbook of Management Scales/Marketing synergy

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Marketing synergy (alpha = 0.97)

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Description

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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

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

Items

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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

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Comments

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Some items have low factor loadings.

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