Kaplan and Norton, as Cited in Your Text, Have Argued

question 108

Multiple Choice

Kaplan and Norton, as cited in your text, have argued that every organisation should include certain key customer measures to reflect the marketing effort. Which of the following is NOT one of these customer measures?

• A) market share
• B) customer profitability
• C) customer acquisition
• D) sales growth
• E) customer retention

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Definitions:

Contribution Margin

The amount remaining from sales revenue after variable expenses have been deducted, indicating how much contributes to covering fixed costs and profit.

Fixed Costs

Expenses that do not vary with the level of production or sales, such as rent, salaries, and insurance premiums.

Unit Variable Cost

It's the cost associated with producing one additional unit of product, including materials, labor, and other costs that vary with production output.

Overall Product

The complete final product resulting from a manufacturing or production process.