When Using Share Points to Make Marketing Resource Allocation Decisions

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