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Flashcards in Mikes Bikes Final WOB Deck (36):
1

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

Low

2

Distribution Index Objective

Related to market research

3

What is the Wastage Objective %?

15% SCU

4

Profitability is measured by

earnings per share

5

What is the Public Relations Index %?

30%

6

What are the 4 parts Promotional Mix?

Product advertising
Brand advertising
Public Relations
Channel Support

7

Road Bike has (high or low) sensitivity to quality

High

8

How much is the Mountain Bikes idle time?

38%

9

What is they Delivery Index Objective number?

1

10

What is the Awareness Index objective percentage?

10%

11

Road Bikes are price elastic or inelastic

Inelastic

12

Road Bikes have (low or high) influence on advertising

Low

13

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

Lowest

14

Youth bikes are elastic or inelastic?

Elastic

15

What is the preferred advertising awareness % for youth bikes?

30%

16

What is the preferred advertising awareness % for mountain bikes?

25%

17

What is the preferred advertising awareness % for road bikes?

10%

18

What does branding do?

Boost direct product marketing

19

How do you create a good advertising public relations mix?

Combine viewing mediums

20

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

2 million

21

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

3 million

22

What is the recommended price for road bikes?

$1,975

23

What is the recommended price for a mountain bike?

$700

24

What is the recommended price for a youth bike?

$375

25

What are retailer margins?

How much money store makes on product

26

What are 4 factors of wastage

Rework
Set up time
Raw material stock out
Machine downtime

27

What does Channel support mean?

Helps retailers promote sale

28

What impacts shareholder value?

Dividends

29

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

10% of market equity

30

How do you bring external funding into the company?

Issuing shares

31

What is the best media channel for road bikes?

Magazines

32

What is the best media channel for mountain bikes?

Magazines

33

What is the best media channel for youth bikes?

TV

34

How do you know if you succeeded in MikesBikes?

Profit

35

What does SCU stand for?

Standard Capacity Unit

36

What are two things that will change the awareness index?

Advertising
Branding

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