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

question 148

Multiple Choice

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:

Opportunity Cost

The cost of foregone alternatives; the loss of potential gain from other alternatives when one alternative is chosen.

Televisions

Electronic devices for receiving and displaying visual media, often used for broadcasting entertainment, news, and other information.

Bushels

A measure of volume used primarily for agricultural commodities, varying in actual weight depending on the substance being measured.

Opportunity Cost

The cost of forgoing the next best alternative when a choice is made, essentially what is given up when choosing one option over another.