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) the revenues associated with each point of market share, (3) __________, 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 contribution to overhead and profit of each share point
E) the total financial resources available for a sustained marketing effort