Mikes Bikes Final WOB

Question 1

Mountain bikes have (high or low) sensitivity to quality.

Answer 1

Low

Question 2

Distribution Index Objective

Answer 2

Related to market research

Question 3

What is the Wastage Objective %?

Answer 3

15% SCU

Question 4

Profitability is measured by

Answer 4

earnings per share

Question 5

What is the Public Relations Index %?

Answer 5

30%

Question 6

What are the 4 parts Promotional Mix?

Answer 6

Product advertising
Brand advertising
Public Relations
Channel Support

Question 7

Road Bike has (high or low) sensitivity to quality

Answer 7

High

Question 8

How much is the Mountain Bikes idle time?

Answer 8

38%

Question 9

What is they Delivery Index Objective number?

Answer 9

1

Question 10

What is the Awareness Index objective percentage?

Answer 10

10%

Question 11

Road Bikes are price elastic or inelastic

Answer 11

Inelastic

Question 12

Road Bikes have (low or high) influence on advertising

Answer 12

Low

Question 13

Road Bikes have the (lowest or highest) margin percentage per store

Answer 13

Lowest

Question 14

Youth bikes are elastic or inelastic?

Answer 14

Elastic

Question 15

What is the preferred advertising awareness % for youth bikes?

Answer 15

30%

Question 16

What is the preferred advertising awareness % for mountain bikes?

Answer 16

25%

Question 17

What is the preferred advertising awareness % for road bikes?

Answer 17

10%

Question 18

What does branding do?

Answer 18

Boost direct product marketing

Question 19

How do you create a good advertising public relations mix?

Answer 19

Combine viewing mediums

Question 20

What is the maximum amount of money that could be spent on branding?

Answer 20

2 million

Question 21

What is the maximum amount of money that could be spent on advertising and public relations per medium?

Answer 21

3 million

Question 22

What is the recommended price for road bikes?

Answer 22

$1,975

Question 23

What is the recommended price for a mountain bike?

Answer 23

$700

Question 24

What is the recommended price for a youth bike?

Answer 24

$375

Question 25

What are retailer margins?

Answer 25

How much money store makes on product

Question 26

What are 4 factors of wastage

Answer 26

Rework Set up time Raw material stock out Machine downtime

Question 27

What does Channel support mean?

Answer 27

Helps retailers promote sale

Question 28

What impacts shareholder value?

Answer 28

Dividends

Question 29

What is the maximum amount of shares you can buy back in a year? (Percent)

Answer 29

10% of market equity

Question 30

How do you bring external funding into the company?

Answer 30

Issuing shares

Question 31

What is the best media channel for road bikes?

Answer 31

Magazines

Question 32

What is the best media channel for mountain bikes?

Answer 32

Magazines

Question 33

What is the best media channel for youth bikes?

Answer 33

TV

Question 34

How do you know if you succeeded in MikesBikes?

Answer 34

Profit

Question 35

What does SCU stand for?

Answer 35

Standard Capacity Unit

Question 36

What are two things that will change the awareness index?

Answer 36

Advertising | Branding