When Using Share Points to Make Marketing Resource Allocation Decisions

question 12

Multiple Choice

When using share points to make marketing resource allocation decisions, marketing managers must estimate: (1) the market share for the product, (2) __________, (3) the contribution to overhead and profit (or gross margin) of each share point, and (4) possible cannibalization effects on other products in the line.

• A)total production costs
• B)number of market segments
• C)stage of the product in its product life cycle
• D)the total financial resources available for a sustained marketing effort
• E)the revenues associated with each point of market share

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Definitions:

Net Income

The amount of revenue left over after all expenses and taxes have been deducted.

Variable Costing

Variable costing is an accounting method in which only variable production costs (direct materials, direct labor, and variable manufacturing overhead) are included in the cost of goods sold, with fixed overhead expenses treated as period costs.

Variable Overhead

The overhead costs that fluctuate with the level of production activity, such as utilities and materials used in production.

Product Costs

The costs directly associated with the production of goods, including materials, labor, and manufacturing overhead.