When Using Share Points to Make Marketing Resource Allocation Decisions

question 191

Multiple Choice

When using share points to make marketing resource allocation decisions, marketing managers must estimate: (1) __________, (2) the revenues associated with each point of market, (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)the market share for the product
• B)the number of market segments
• C)the total production costs
• D)the total financial resources available for a sustained marketing effort
• E)the stage of the product in its product life cycle

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Definitions:

Floating Exchange Rates

Currency values that fluctuate in response to the foreign exchange market without intervention by government or central banks.

Central Banks

The principal monetary authority responsible for overseeing the monetary system, issuing currency, and implementing economic policies of a country or monetary union.

IMF

International Monetary Fund, an international organization aiming to foster global monetary cooperation, secure financial stability, and facilitate international trade.

Foreign Exchange

The global marketplace for buying and selling national currencies.