Card 190 / 204: Market share can be measured using a variety of criteria. Your company has used a combination of sales revenues and sales volume to determine the size of your market. You are planning next year's marketing strategy based on figures from last year because that strategy was extremely effective. Is this an appropriate way to plan for your advertising efforts?
A) Yes. Because last year's efforts were successful, there is no reason to believe that you will not achieve the same results this year.
B) Yes. Your competition is not making any changes to their strategy, so you should not either.
C) No. Markets are dynamic. You should measure your market by using the most current sales and revenue information.
D) Yes. Market share does not change often enough to warrant a change in strategy.
E) None of the above

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