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Question
Ben & Jerry's Marketing Dashboard (Dollar Market Share)
A marketing manager for Ben and Jerry's has been provided with a marketing dashboard display shown above. He notices that dollar market share for 2011 was 18.4% and for 2012 it was 20.0%. What simple formula was used to calculate the dollar market share percentages for each of these two years?
a. Dollar market share (%) = Ben and Jerry's sales ($) divided by total industry sales ($).
b. Dollar market share (%) = Total industry sales ($) divided by Ben and Jerry's sales ($).
c. Dollar market share (%) = Total industry sales ($) divided by Ben and Jerry's unit sales (#).
d. Dollar market share (%) = Total industry sales ($) divided by Ben and Jerry's net profit ($).
e. Dollar market share (%) = Ben and Jerry's sales ($) divided by gross domestic product ($).
Answer
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