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