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:

Market Culture

An organizational culture focused on competition, achievement, and goal attainment, emphasizing external success and customer satisfaction.

Socialization Process

The means by which individuals learn and internalize the values, norms, and behaviors that are considered appropriate in their society.

Contingency Approach

A management theory that suggests the most appropriate organizational structure or leadership style is dependent on specific external factors.

Culture-Performance Relationships

The dynamic interplay between the cultural norms and values within an organization and its performance outcomes.