According to PIMS data,a strong correlation exists between ________ and ________.

A) productivity; marketing mix
B) profitability; market share
C) productivity; market share
D) profitability; marketing strategies

PIMS Data

An empirical database used to analyze the determinant's success and failure of strategic business units, standing for Profit Impact of Market Strategies.

Marketing Mix

The combination of factors that can be controlled by a company to influence consumers to purchase its products, traditionally identified as product, price, place, and promotion.

Market Share

The proportion of the overall sales in a market that a company, product, or brand secures.