________ represents the net marketing contribution as a percentage of sales.

		Return on equity
		Marketing ROS
		Gross profit
		Marketing ROI
		Market demand

Which of the following is true about lead customers?

		They are benefits driven.
		They possess less market knowledge.
		They are more dependent on what others do or think than most people.
		They do not purchase products that the mainstream market does not buy.
		They are more price sensitive.

________ is the ratio of net marketing contribution to a company's investment in marketing and sales expenses.

		Gross profit
		Marketing ROI
		Return on equity
		Marketing ROS
		Market demand