Which of the following provides quantitative standards against which the performance
of individual sales representatives or other marketing units can be measured?
A. Sales strategies
B. Sales calls
C. Sales quotas
D. Sales forecasts
In the early 1990s, Dean & Summers Inc. marketed three brands of car fresheners,
Coral, White Springs, and Autumn Breeze. The car freshener industry is typically
described as a low-growth industry. In 1993, Dean & Summers spent $5.1 million to
advertise Coral and was rewarded with sales of over $112 million. In the same year, it
spent nearly $5 million marketing White Springs, but the car freshener had
disappointing sales of less than $23 million. Autumn Breeze, with hardly any promotion
at all, had $1.2 million in sales. According to the BCG Portfolio Model, which of the
following statements about these three products best describes them?
A. Coral is a star, White Springs is a cash cow, and Autumn Breeze is a dog.
B. Coral is a cash cow while White Springs and Autumn Breeze are both question