Association of Chartered Certified Accountants (ACCA) Certification Practice Test

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What is one of the key operational marketing activities?

Financial forecasting
Sales support
Product development
Market segmentation

The correct answer is: Sales support

Sales support is a key operational marketing activity as it directly relates to the processes and efforts that assist the sales team in generating revenue. This includes providing materials, tools, and resources that help sales professionals effectively engage with customers and close deals. Sales support often encompasses training, creating promotional materials, and implementing strategies to enhance customer relationships and facilitate transactions. While financial forecasting, product development, and market segmentation are all important aspects of a comprehensive marketing strategy, they do not fall under the operational activities that primarily aim to assist in the direct sales process. Financial forecasting focuses more on predicting future financial performance, product development revolves around creating and improving products, and market segmentation involves identifying and targeting specific customer groups, which are more strategic in nature. Therefore, sales support specifically addresses the operational needs of a marketing function aimed at driving sales.