14-13 Determine the advertising-to-sales ratios for two competing companies and compare them to the industry advertising-to-sales ratio found above. Why do you think there is a difference between competitors and the industry average? (AACSB: Communication; Use of IT;

Analytical reasoning; Reflective thinking) pg97

‑• In your own words, what is marketing and what does it seek to accomplish? pg97 ‑