You Have Just Been Hired as a Brand Manager of Toothpaste

question 144

Essay

You have just been hired as a brand manager of toothpaste for a large consumer products company. Your job mainly involves encouraging the advertising and production groups to promote and manufacture your product more effectively. These departments aren't under your direct authority, although company procedures indicate that they must complete certain tasks requested by brand managers. Describe the sources of power you can use to ensure that the advertising and production departments will help you make and sell toothpaste more effectively.

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Definitions:

Average Rate of Return

A financial ratio that represents the expected annual earnings of an investment as a percentage of its initial cost.

Average Investment

The sum of the initial investment and the value at the end of the investment period divided by two, often used in calculating returns.

Straight-Line Depreciation

A method of allocating the cost of a tangible asset over its useful life evenly.

Useful Life

The estimated period a fixed asset is expected to be useful to the purchasing company, affecting its depreciation calculations.