7.

You have been called into a medical group as a marketing consultant. The president of the group has asked you about the group’s advertising budget for the coming year, as it is in a highly competitive market where there has been a significant amount of advertising on billboards, and now online. The president asks, “How much should I spend? Five percent of the group’s revenue? 10%? Give me a plan! The partners have a meeting tomorrow afternoon. I would like you to meet with us and give us your preliminary thinking. I have sent you a listing of our competitors and a copy of the ads that everyone is running, but we are in our budget cycle now.” How would you respond?