Last modified on 27 May 2011, at 08:43

Handbook of Management Scales/Marketing synergy

Marketing synergy (alpha = 0.97)Edit

DescriptionEdit

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.

DefinitionEdit

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

ItemsEdit

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)

SourceEdit

CommentsEdit

Some items have low factor loadings.

Related ScalesEdit