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a.firms in the industry b.firms in alternative industries c.firms surveyed by the U.S. Government d.firms sharing in marketing principles e.domestic firms Answer: a Page: 35 Rationale: Key term definition—market share2-47UNIT SALES GOALSCONCEPTUALWhen an organization wants to avoid the effects of inflation, which of the following goals will it emphasize? a.profits b.unit sales c.sales revenue d.market share e.return on investment (ROI)Answer: b Page: 35 Other Locations:Rationale: Inflation effects the dollar values attributed to sales (Alternative c) and therefore the calculations based on sales, such as profit (Alternative a), market share (based on dollars sold) (Alternative d) and ROI (Alternative e).SG2-48UNIT SALES GOALSCONCEPTUALSome corporations choose unit sales rather than sales revenue as an organizational goal. Sales revenues can be deceiving because of: 35
2-49QUALITY GOALSAPPLICATIONXbox video game consoles were developed through a joint venture between Microsoft and the WWF (World Wrestling Federation) and first marketed in the fall of 2001. Complaints about the video game began immediately after its introduction. These complaints ranged from missing parts to incorrect programming. It would seem obvious that the manufacturer of Xbox video game consoles should adopt _____ goals. d Page: 35 2-50CUSTOMER SATISFACTION GOALSAPPLICATIONA catalog retailer who set as its qualitative goal to reduce merchandise returns by 20 percent would have set _____ goals 35 2-51EMPLOYEE WELFARE GOALSAPPLICATIONA firm may recognize the critical importance of its _____ by having explicit goals that state its intention to improve work conditions by adding more lighting and providing the workers with more and better safety equipment. a.satisfaction b.sales revenue c.market share d.quality e.employee welfare Answer: e Page: 35 Other Locations:Rationale: Employee welfare is an important goal, insofar as it affects not only goodwill, but also morale, and hence productivity.W80