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11. Sales response functions relate the __________.

a) expense of marketing effort to primary competitor’s
spending

b) expense of marketing effort to marketing results obtained

c) market share of firm to market share of primary or
nearest competitor

d) incremental costs to market share

e) increase in revenue to relative increases in costs

12. Economists would most likely recommend that marketing
managers allocate the firm’s marketing resources to the markets and products in
which __________.

a) the firm has had the most experience

b) an SBU is considered a cash cow

c) there is the greatest current market share and the
fastest, growing industry rate

d) the excess of incremental revenues over incremental costs
is greatest

e) total revenue equals total cost

Chapter 22 Pulling It All Together: The Strategic Marketing Process.gif”>
13. According to Figure 22-1 an additional annual marketing effort of $1
million is best spent after having already spent how much in marketing effort
to date?

a) $1 million

b) $2 million

c) $3 million

d) $5 million

e) $6 million

14. The relationship of annual marketing effort to annual
sales revenue is assumed to be an S-shaped curve because the sales response
function shows __________.

a) that when demand diminishes, production costs rise

b) an additional $1 of marketing effort results in a far
greater increases of sales revenue in the mid-range than at either end

c) the point at which total revenue and total cost are equal

d) decreasing costs as a result of marketing economies of
scale

e) increasing costs as a result of the attempt to gain
additional market share

15. The S-shaped curve of a sales response function is due
to __________.

a) rising production costs and diminishing demand

b) reduced cost and increasing marginal returns

c) initially increasing and then diminishing marginal
returns of additional marketing expenditures

d) decreasing costs as a result of marketing economies of
scale

e) increasing costs associated with attaining additional
market share

16. You have been told that a company increased its
marketing effort from $2 million to $5 million and that the same company
increased its sales revenue from $12 million to $21 million. Calculate the
company’s ratio of incremental sales revenue to incremental marketing effort.

a) 3:1

b) 1:3

c) 9:1

d) 7:19

e) 7:33

17. You have been told that a company increased its
marketing effort from $3 million to $5 million and that the same company
increased its sales revenue from $10 million to $20 million. Calculate the
company’s ratio of incremental sales revenue to incremental marketing effort.

a) 3:1

b) 1:5

c) 5:1

d) 5:20

e) 7:33

18. Share points are defined as __________.

a) the weighted number of target market revenues relative to
all target markets within a firm

b) measurements based on million dollar increments of
industry revenue

c) percentage points of market share

d) percentage points of revenue generated by different
products within one firm

e) the excess of incremental revenues over incremental costs

19. New Balance has no celebrity endorsers and does minimal
advertising, yet the athletic shoe brand has 11 percent of the market. This 11
percent can be referred to as New Balance’s __________.

a) product line breadth

b) product line depth

c) share points

d) sales response function

e) direct response rates

20. When using share points to make marketing resource
allocation decisions, marketing managers must estimate all of the following
EXCEPT __________.

a) corporate return on investment

b) market share for the product

c) revenues associated with each point of market share

d) the contribution to overhead and profit (or gross margin)
of each share point

e) possible cannibalization effects on other products in the
line

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