What is the significance of the S-shape of the sales response function in Figure 22–1?

Fig 22-1

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Annual sales revenue ($ in millions) $80 - 70 60- 50 40- - - 30 20- - 10- - 0 | 1 $20 million $3 million 1 2 A (year 1) $1 million 1 B (year 4) $1 million 1 3 4 5 6 7 Annual marketing effort ($ in millions) 8