In most companies, marketing resource allocation decisions are made at the SBU or ___________ level of the firm.
A.
corporate
B.
product line
C.
customer care
D.
sales representative
E.
accounting
62.
A(n) ___________ is a group of products that consumers may use together or perceive as similar in some way.
A.
SBU
B.
STP
C.
product line
D.
market segment
E.
promotional service
63.
Heather has been assessing a number of her firm’s products using the Boston Consulting Group approach to portfolio analysis. She has been trying to assess the strength in a particular market and is looking at the sales of the product and the overall market as well as the sales of competitors. Heather is trying to determine:
A.
the product’s relative market share.
B.
the market growth rate.
C.
a source of competitive advantage.
D.
the impact of population shifts on future demand.
E.
cash equivalent values for each product.
64.
To determine how attractive a particular market is in using the BCG portfolio analysis, __________________ is established as one axis.
A.
competitive intensity
B.
sales dollars
C.
market size
D.
market growth rate
E.
market profit potential
65.
In BCG portfolio analysis, products in low-growth markets that have received heavy investment and now have excess funds available to support other products are called:
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