Howell and Associates specializes in business consulting. Currently, they serve 28 percent of the market in their geographic area. George Howell, CEO, has decided to set a growth objective for his firm in an effort to expand their market share to 40 percent. According to the competitive parity budgeting method, what share of the total industry marketing effort do they need to have in order to attain their growth objective

You receive a memo from the vice president of procurement responding to your query. he writes: “it will be very important to maintain product continuity. we have a large base of devoted customers. we want to make sure that the quality and key characteristics of island knight stay the same through this transition. talk to frank, our consulting professional perfumer, for more information about the cologne. seasonal variations in costs are the single most significant factor in our deciding to go with another supplier, so finding a way to limit that should be the top priority. the overall marginal costs and shipping costs are probably somewhat less significant. you may want to talk to cindy, the product manager for island knight, regarding pricing information about the product.” what is the best action to take next?