Using Share Points to Make Marketing Resource Allocation Decisions,marketing Managers

question 42

Multiple Choice

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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