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) 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