Handbook of Management Scales/Marketing synergy
Marketing synergy (alpha = 0.97)
[edit | edit source]Description
[edit | edit source]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 | edit source]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 | edit source]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 | edit source]Comments
[edit | edit source]Some items have low factor loadings.