Deck 22: Pulling It All Together: the Strategic Marketing Process

Question 1

In a five-year study,researchers conducted in-depth analysis of 160 companies and more than 200 management tools and techniques.What was their principal finding?

A)Supply chain management was the most critical element in stellar business performance.
B)Customer relationship management was more effective than product development.
C)The Internet was more effective in terms of long-term sales success than the use of retail outlets or direct marketing tactics such as catalogs.
D)Three major management tools,supply chain management,customer relationship management,and the use of an intranet,were equally beneficial in terms of business performance.
E)Individual management tools and techniques had no direct relationship to superior business performance in the companies that were studied.

Answer 1

E

Question 2

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is an example of a firm that excels based on a "clearly stated,focused strategy?"

A)Costco
B)Sam's Club
C)Coca-Cola
D)Smucker's
E)Toyota

Answer 2

A

Question 3

Recently,General Mills launched all of the following products EXCEPT:

A)a new line of Greek style,high-protein yogurt targeted at "tweens"-Yoplait Pro-Force.
B)single portions-Betty Crocker Hamburger Helper Microwave Singles.
C)new healthier snacks-Green Giant Veggie Snack Chips.
D)a new line extension-Strawberry Cheerios.
E)a new high fiber,low-calorie cereals-Fiber One 80 Calories Chocolate.

Answer 3

D

Question 4

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is an example of a firm that excels based on its organizational structure?

A)Costco
B)Smucker's
C)Lockheed's Skunk Works
D)Coca-Cola
E)Kodak

Question 5

Always near the top of the Fortune list of the 100 Best Companies to Work For is Smucker's.Its straightforward culture is based on four key elements in its code of conduct: (1)"Listen with your full attention"; (2)"Look for the good in others"; (3)__________;and (4)"Say thank you for a job well done."

A)"Be kind to all"
B)"Take your time"
C)"Learn to relax"
D)"Have a sense of humor"
E)"Remember,everyone makes mistakes"

Question 6

Four basic business and management practices are what matter-"what really works," to use the phrase of the researchers who studied more than 200 management tools and techniques.These are: (1)__________; (2)execution; (3)culture;and (4)structure.

A)ethics
B)charismatic leadership
C)quality
D)strategy
E)sustainability

Question 7

The launch of a new cereal typically costs up to $30 million and usually involves

A)replacing one of more than 300 competing breakfast cereals already on a supermarket shelf.
B)a minimum of three attempts before it is successfully launched.
C)a tie-in promotion with a major motion picture or toy.
D)steps to counteract the promotional efforts of competitor's new cereal.
E)obtaining FDA approval for its convenience claims.

Question 8

Four basic business and management practices are what matter-"what really works," to use the phrase of the researchers who studied more than 200 management tools and techniques.These are: (1)strategy; (2)execution; (3)culture;and (4)__________.

A)structure
B)charismatic leadership
C)quality
D)sustainability
E)ethics

Question 9

Which of the following statements about the four basic business and management practices that researchers identified is most accurate?

A)Strategy and structure are more important for success than culture and execution.
B)Culture and execution are more important for success than strategy and structure.
C)In order for a company to be successful,it must use all four strategies.
D)In terms of individual tools and techniques,the tool itself is less important than flawless execution of the one(s)the company does use.
E)No strategy can work unless every stakeholder buys into it one hundred percent.

Question 10

The biggest strategic business unit (SBU)at General Mills is

A)desserts (Betty Crocker).
B)breakfast cereals (Big G).
C)yogurt (Yoplait).
D)soups (Progresso).
E)snacks (various).

Question 11

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is an example of a firm that excels in terms of operational execution?

A)Costco
B)Smucker's
C)Coca-Cola
D)Kodak
E)Toyota

Question 12

Toyota is generally acknowledged as the best in the world in revolutionizing the design and manufacture of autos.Toyota managers created the doctrine of __________,or continuous improvement.

A)keiretsu
B)kaizen
C)kanban
D)meishi
E)zaibatsu

Question 13

Recently,the $9.5 billion-a-year U.S.ready-to-eat (RTE)cereal market has had flat or slightly declining sales.All of the following factors have contributed to the decline in the consumption of RTE cereals by Americans EXCEPT:

A)eating breakfast at fast-food restaurants.
B)encountering higher shelf prices because of rising grain prices.
C)munching breakfast bars.
D)following low-carbohydrate diets.
E)introducing a new category-liquid breakfast drinks from Kellogg's and Carnation.

Question 14

Four basic business and management practices are what matter-"what really works," to use the phrase of the researchers who studied more than 200 management tools and techniques.These are: (1)strategy; (2)__________; (3)culture;and (4)structure.

A)charismatic leadership
B)quality
C)execution
D)sustainability
E)ethics

Question 15

To overcome the problem that occurs during product development when consumers say one thing in a market research study and do another when facing a supermarket shelf,the Warm Delights team ran marketing experiments that involved all of the following EXCEPT:

A)measuring the results of the Warm Delights experiments.
B)repeating the Warm Delights marketing experimentation process.
C)keeping the initial Warm Delights packaging,which communicated its cooking convenience to prospective buyers.
D)putting a Warm Delights prototype dessert in a store.
E)improving the Warm Delights prototype.

Question 16

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is an example of a firm that excels based on a performance-oriented culture?

A)Costco
B)Smucker's
C)Coca-Cola
D)Kodak
E)Toyota

Question 17

When commenting about her challenges at General Mills,Vivian Milroy Callaway,says that __________ when looking for new-product opportunities for building a consumer packaged goods business like Big G.

A)"it is better to ask forgiveness than permission"
B)"you need to go with the flow"
C)"sometimes you have to break the rules"
D)"you need to avoid the NIH syndrome"
E)" a do it,fix it,try it approach is necessary"

Question 18

Four basic business and management practices are what matter-"what really works," to use the phrase of the researchers who studied more than 200 management tools and techniques.These are: (1)strategy; (2)execution; (3)__________;and (4)structure.

A)charismatic leadership
B)culture
C)quality
D)sustainability
E)ethics

Question 19

Toyota is generally acknowledged as the best in the world in revolutionizing the design and manufacture of autos.Toyota managers created the doctrine of kaizen,or __________.

A)continuous improvement
B)multi-level input
C)make haste,not waste
D)continuous production
E)continuous communication

Question 20

Lockheed's Skunk Works is a leader in delivering world-class aircraft.About 50 engineers and designers and 100 expert machinists closely follow this guideline for organizational structure and implementation: use a small number of good people who

A)implement the idea that "it is better to ask forgiveness than permission."
B)know their jobs,as well as the ones around them.
C)can talk to anyone in the organization to solve a problem.
D)recognize that everyone should have a voice in decision-making.
E)never offer excuses,only explanations.

Question 21

According to Figure 22-1 above,an additional annual marketing effort of $1 million is best spent after having already spent how much in marketing effort to date?

A)$1 million
B)$2 million
C)$3 million
D)$5 million
E)$6 million

Question 22

Which of the following pieces of information is used in a SWOT analysis,the first step of the planning phase of the strategic marketing process?

A)marketing return on investment
B)market share for the product
C)trends for industry and competitors
D)revenues associated with each point of market share
E)possible cannibalization effects on other products in the line

Question 23

As the annual marketing effort increases in a sales response function graph,so does the resulting annual sales revenue,which is

A)plotted on the vertical (Y)axis.
B)plotted on the horizontal (S)axis.
C)plotted on the vertical (Z)axis.
D)the center point.
E)is plotted on the horizontal (X)axis.

Question 24

Which of the following pieces of information is used in a SWOT analysis,the first step of the planning phase of the strategic marketing process?

A)marketing return on investment
B)projected future sales,expenses,and profits
C)market share for the product
D)revenues associated with each point of market share
E)possible cannibalization effects on other products in the line

Question 25

When using share points to make marketing resource allocation decisions,marketing managers must estimate: (1)the market share for the product; (2the revenues associated with each point of market share; (3)__________;and (4)possible cannibalization effects on other products in the line.

A)total production costs
B)number of market segments
C)stage of the product in its product life cycle
D)the contribution to overhead and profit of each share point
E)the total financial resources available for a sustained marketing effort

Question 26

Economists would most likely recommend that marketing managers allocate the firm's marketing resources to the markets and products where

A)the firm has its greatest sales.
B)an SBU is considered a cash cow.
C)there is the greatest current market share and the fastest industry growth rate.
D)the excess of incremental revenues over incremental costs is greatest.
E)total revenue equals total cost.

Question 27

When using share points to make marketing resource allocation decisions,marketing managers must estimate: (1)the market share for the product; (2)__________; (3)the contribution to overhead and profit (or gross margin)of each share point;and (4)possible cannibalization effects on other products in the line.

A)total production costs
B)number of market segments
C)stage of the product in its product life cycle
D)the total financial resources available for a sustained marketing effort
E)the revenues associated with each point of market share

Question 28

You have been told that a company increased its marketing effort from $3 million to $5 million,resulting in increased sales revenue from $10 million to $20 million.Calculate the company's ratio of incremental sales revenue to incremental marketing effort.

A)4:1
B)1:5
C)5:1
D)1:4
E)5:1.5

Question 29

What is the assumed shape of the graph of the sales response function?

A)U-shaped
B)S-shaped
C)a straight,downward-sloping line,starting in the upper left and extending to the lower right of the graph
D)a straight,upward-sloping line,starting in the lower left and extending to the upper right of the graph
E)W-shaped

Question 30

According to Figure 22-1 above,the result of spending an additional $1 million in annual marketing effort from $3 million to $4 million resulted in increased revenues of __________.

A)$20 million
B)$40 million
C)$50 million
D)$70 million
E)$80 million

Question 31

The essence of resource allocation is: __________.

A)Company resources are allocated effectively in the strategic marketing process by converting marketing actions into marketing information
B)Individual management tools and techniques that a firm chooses to use is less important than flawless execution of the ones it does use
C)Sometimes you have to break the rules to spend every dollar in a budget
D)Put incremental resources where the incremental returns are greatest over the foreseeable future
E)Individual management tools and techniques have no direct relationship to superior business performance in the companies

Question 32

When using share points to make marketing resource allocation decisions,marketing managers must estimate: (1)__________; (2)the revenues associated with each point of market; (3)the contribution to overhead and profit (or gross margin)of each share point;and (4)possible cannibalization effects on other products in the line.

A)the market share for the product
B)the number of market segments
C)the total production costs
D)the total financial resources available for a sustained marketing effort
E)the stage of the product in its product life cycle

Question 33

The firm's annual marketing effort,such as advertising,personal selling,sales promotion,direct marketing,and public relations expenses is __________ in a sales response function graph.

A)plotted on the vertical (Y)axis
B)plotted on the horizontal (S)axis
C)plotted on the vertical (Z)axis
D)the center point
E)is plotted on the horizontal (X)axis

Question 34

New Balance has no celebrity endorsers and does minimal advertising,yet the athletic shoe brand has about 10 percent of the sales in the athletic footwear market.The marketing team at New Balance estimates that to increase sales to 11 percent of the market will require an increase of $25 million in marketing effort and will result in an increase of its footwear sales of an additional $15 million.This 1 percent incremental increase from 10 to 11 percent is referred to as __________.

A)a rating
B)marginal market share
C)a sales response margin
D)a share point
E)a direct response rate

Question 35

The relationship of annual marketing effort to annual sales revenue is assumed to be a(n)__________ of the sales response function.

A)horizontal straight line,where sales revenues stay the same regardless of the marketing effort
B)U-shaped curve,where sales revenues are at a maximum at either end
C)upside-down U-shaped curve,where sales revenues are at a maximum in the middle
D)S-shaped curve,which shows that an additional marketing effort in the midrange of the curve results in far greater increases of sales revenue than at either end of the curve
E)rising straight line,where sales revenue continuously rises as the marketing effort rises

Question 36

A share point refers to

A)the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry,including the firm itself.
B)the percentage points of market share used as the common basis of comparison in an analysis to allocate marketing resources effectively for different product lines within the same firm.
C)the sales revenue generated by different products within the firm expressed as a percentage.
D)a measure of the quantitative value or trend of a marketing activity or result divided by the total marketing effort of the firm.
E)the total number of a product sold in one year compared to the cumulative total sold since its introduction,expressed as a percentage.

Question 37

During the planning phase of the strategic marketing process,the marketing manager will

A)design the marketing organization.
B)obtain resources.
C)develop marketing schedules.
D)construct managerial bonus plans.
E)set market and product goals.

Question 38

You have been told that a company increased its marketing effort from $2 million to $5 million,resulting in increased sales revenue from $12 million to $21 million.Calculate the company's ratio of incremental sales revenue to incremental marketing effort.

A)3:1
B)1:3
C)8:5
D)5:2
E)21:12

Question 39

Percentage points of market share used as the common basis of comparison in an analysis to allocate marketing resources effectively for different product lines within the same firm are referred to as

A)market shares
B)ratings
C)marketing ROIs
D)S-curve points
E)share points

Question 40

The mathematical function that relates the expense of marketing effort to the marketing results obtained is referred to as __________.

A)marketing ROI
B)market share profitability
C)share point analysis
D)synergy analysis
E)a sales response function

Question 41

The information needed for the marketing program,Step 3 of the planning phase,includes: (1)marketing mix actions and (2)__________.

A)positioning studies
B)market-product grids with target segments and product groupings
C)detailed plans to execute the marketing program
D)projected future sales,expenses,and profits
E)trends for industry and competitors

Question 42

Which of the following pieces of information is used in market-product focus and goal setting,the second step of the planning phase of the strategic marketing process?

A)market-product grids with target segments and product groupings
B)marketing return on investment
C)revenues associated with each point of market share
D)trends for industry and competitors
E)possible cannibalization effects on other products in the line

Question 43

The actions taken in the development of the marketing program,Step 3 of the planning phase,include: (1)develop the program's marketing mix actions and (2)__________.

A)select target markets
B)identify industry trends
C)position the product
D)find points of difference
E)develop the budget by estimating revenues,expenses,and profits

Question 44

Which of the following pieces of information is used in market-product focus and goal setting,the second step of the planning phase of the strategic marketing process?

A)marketing return on investment
B)perceptual maps and positioning statements
C)revenues associated with each point of market share
D)possible cannibalization effects on other products in the line
E)trends for industry and competitors

Question 45

The actions taken in a situation (SWOT)analysis or Step 1 of the planning phase include: (1)identify industry trends; (2)__________; (3)assess own company;and (4)research customers.

A)set market and product goals
B)select target markets
C)find points of difference
D)analyze competitors
E)position the product

Question 46

The actions taken in a situation (SWOT)analysis or Step 1 of the planning phase include: (1)__________; (2)analyze competitors; (3)assess own company;and (4)research customers.

A)set market and product goals
B)select target markets
C)find points of difference
D)position the product
E)identify industry trends

Question 47

The actions taken during the implementation phase of the strategic marketing process include: (1)obtain resources; (2)__________; (3)develop schedules;and (4)execute the marketing program.

A)select target markets
B)design marketing organization
C)position the product
D)find points of difference
E)develop the budget by estimating revenues,expenses,and profits

Question 48

Which of the following pieces of information is used in the development of the marketing program,the third step of the planning phase of the strategic marketing process?

A)marketing return on investment
B)market-product grids with target segments and product groupings
C)trends for industry and competitors
D)marketing mix actions
E)market potential studies

Question 49

Which of the following pieces of information is used in market-product focus and goal setting,the second step of the planning phase of the strategic marketing process?

A)marketing return on investment
B)revenues associated with each point of market share
C)trends for industry and competitors
D)possible cannibalization effects on other products in the line
E)market potential studies

Question 50

The information needed in market product focus and goal setting,Step 2 of the planning phase includes: (1)__________; (2)market-product grids with target segments and product groupings;and (3)perceptual maps and positioning statements.

A)market potential studies
B)trends for industry and competitors
C)marketing mix actions
D)detailed plans to execute the marketing program
E)projected future sales,expenses,and profits

Question 51

The actions taken during market product focus and goal setting,Step 2 of the planning phase,include: (1)set market and product goals; (2)__________; (3)find points of difference;and (4)position the product.

A)identify industry trends
B)select target markets
C)research customers
D)develop the program's marketing mix
E)develop the budget by estimating revenues,expenses,and profits

Question 52

The actions taken during market product focus and goal setting,Step 2 of the planning phase,include: (1)set market and product goals; (2)select target markets; (3)find points of difference;and (4)__________.

A)identify industry trends
B)research customers
C)develop the program's marketing mix
D)develop the budget by estimating revenues,expenses,and profits
E)position the product

Question 53

The actions taken in a situation (SWOT)analysis or Step 1 of the planning phase include: (1)identify industry trends; (2)analyze competitors; (3)assess own company;and (4)__________.

A)set market and product goals
B)research customers
C)select target markets
D)find points of difference
E)position the product

Question 54

The information needed for the marketing program,Step 3 of the planning phase,includes: (1)__________ and (2)detailed plans to execute the marketing program.

A)positioning studies
B)marketing mix actions
C)market-product grids with target segments and product groupings
D)projected future sales,expenses,and profits
E)market potential studies

Question 55

The information needed in market product focus and goal setting,Step 2 of the planning phase includes: (1)market potential studies; (2)market-product grids with target segments and product groupings;and (3)__________.

A)trends for industry and competitors
B)marketing mix actions
C)detailed plans to execute the marketing program
D)perceptual maps and positioning statements
E)projected future sales,expenses,and profits

Question 56

The actions taken during market product focus and goal setting,Step 2 of the planning phase,include: (1)__________; (2)select target markets; (3)find points of difference;and (4)position the product.

A)identify industry trends
B)research customers
C)set market and product goals
D)develop the program's marketing mix
E)develop the budget by estimating revenues,expenses,and profits

Question 57

The actions taken during market product focus and goal setting,Step 2 of the planning phase,include: (1)set market and product goals; (2)select target markets; (3)__________;and (4)position the product.

A)find points of difference
B)identify industry trends
C)research customers
D)develop the program's marketing mix
E)develop the budget by estimating revenues,expenses,and profits

Question 58

The actions taken during the implementation phase of the strategic marketing process include: (1)__________; (2)design the marketing organization; (3)develop schedules;and (4)execute the marketing program.

A)obtain resources
B)select target markets
C)position the product
D)find points of difference
E)develop the budget by estimating revenues,expenses,and profits

Question 59

The information needed in a situation (SWOT)analysis or Step 1 of the planning phase include: (1)trends for industry and competitors and (2)__________.

A)project future sales,expenses,and profits
B)market potential studies
C)positioning studies
D)market-product grids with target segments and product groupings
E)marketing mix actions

Question 60

Which of the following pieces of information is used in the development of the marketing program,the third step of the planning phase of the strategic marketing process?

A)marketing return on investment
B)market-product grids with target segments and product groupings
C)detailed plans to execute the marketing program
D)market potential studies
E)trends for industry and competitors

Question 61

Which of the following pieces of information is used in the evaluation phase of the strategic marketing process?

A)marketing return on investment
B)tracking reports to measure results
C)revenues associated with each point of market share
D)trends for industry and competitors
E)possible cannibalization effects on other products in the line

Question 62

Which of the following output reports is used in the planning phase of the strategic marketing process?

A)marketing plans that define goals
B)action memos that tell who is to do what
C)action memos that tell who is to do what by when
D)corrective action memos
E)tracking reports

Question 63

Which of the following output reports is used in the evaluation phase of the strategic marketing process?

A)marketing plans that define goals
B)action memos that tell who is to do what
C)action memos that tell who is to do what by when
D)trend reports
E)corrective action memos

Question 64

The information needed for the implementation phase of the strategic marketing process includes: (1)time-based agenda and an action item list to conduct a meeting; (2)__________;and (3)marketing research reports.

A)positioning studies
B)market-product grids with target segments and product groupings
C)organizational charts
D)detailed plans to execute the marketing program
E)projected future sales,expenses,and profits

Question 65

Which of the following pieces of information is used in the implementation phase of the strategic marketing process?

A)marketing return on investment
B)a time-based agenda and an action item list
C)revenues associated with each point of market share
D)trends for industry and competitors
E)possible cannibalization effects on other products in the line

Question 66

The actions taken during the implementation phase of the strategic marketing process include: (1)obtain resources; (2)design the marketing organization; (3)develop schedules;and (4)__________.

A)position the product
B)select target markets
C)find points of difference
D)execute the marketing program
E)develop the budget by estimating revenues,expenses,and profits

Question 67

Each phase of the strategic marketing process creates its own unique type of output report.Which of the following would be associated with the implementation phase?

A)performance reviews for key personnel
B)corrective action memos,triggered by comparing results with plans,often from the firm's marketing dashboards and metrics
C)sales reports using the firm's marketing metrics and dashboards
D)action memos that tell who is to do what by when
E)marketing plans that define goals with the relevant metrics and the marketing mix strategies to achieve them

Question 68

The actions taken during the implementation phase of the strategic marketing process include: (1)obtain resources; (2)design the marketing organization; (3)__________;and (4)execute the marketing program.

A)position the product
B)select target markets
C)develop schedules
D)find points of difference
E)develop the budget by estimating revenues,expenses,and profits

Question 69

Which of the following pieces of information is used in the evaluation phase of the strategic marketing process?

A)action memos to correct problems and exploit opportunities
B)memos assigning responsibilities for actions and deadlines
C)revenues associated with each point of market share
D)trends for industry and competitors
E)possible cannibalization effects on other products in the line

Question 70

The actions taken during the evaluation phase of the strategic marketing process include: (1)__________ and (2)exploit positive deviations and correct negative ones.

A)find points of difference
B)execute the marketing program
C)compare results with plans to identify deviations
D)track sales and revenues and compare with competitors
E)develop the budget by estimating revenues,expenses,and profits

Question 71

The actions taken during the evaluation phase of the strategic marketing process include: (1)compare results with plans to identify deviations and (2)__________.

A)find points of difference
B)execute the marketing program
C)track sales and revenues and compare with competitors
D)develop the budget by estimating revenues,expenses,and profits
E)exploit positive deviations and correct negative ones

Question 72

__________ output report would be associated with the planning phase of the strategic marketing process.

A)action memo
B)operating statement
C)marketing dashboard
D)marketing plan
E)corrective action memo

Question 73

Which of the following pieces of information is used in the implementation phase of the strategic marketing process?

A)marketing return on investment
B)marketing research reports
C)revenues associated with each point of market share
D)trends for industry and competitors
E)possible cannibalization effects on other products in the line

Question 74

Each phase of the strategic marketing process creates its own unique type of output report.Which of the following would be associated with the evaluation phase?

A)performance reviews for key personnel
B)corrective action memos,triggered by comparing results with plans,often using the firm's marketing metrics and displayed in marketing dashboards
C)sales reports using the firm's marketing metrics and dashboards
D)action memos that tell who is to do what by when
E)marketing plans that define goals with the relevant metrics and the marketing mix strategies to achieve them

Question 75

The information needed for the implementation phase of the strategic marketing process includes: (1)__________; (2)organizational charts;and (3)marketing research reports.

A)a time-based agenda and an action item list
B)positioning studies
C)market-product grids with target segments and product groupings
D)detailed plans to execute the marketing program
E)projected future sales,expenses,and profits

Question 76

Which of the following pieces of information is used in the implementation phase of the strategic marketing process?

A)corporate return on investment
B)revenues associated with each point of market share
C)trends for industry and competitors
D)possible cannibalization effects on other products in the line
E)organizational charts

Question 77

Which of the following output reports is used in the implementation phase of the strategic marketing process?

A)marketing plans that define goals
B)projections of sales and expenses
C)action memos that tell who is to do what by when
D)corrective action memos
E)tracking reports

Question 78

The information needed for the implementation phase of the strategic marketing process includes: (1)a time-based agenda and an action item list; (2)organizational charts;and (3)__________.

A)marketing research reports
B)positioning studies
C)market-product grids with target segments and product groupings
D)detailed plans to execute the marketing program
E)projected future sales,expenses,and profits

Question 79

Which of the following output report would be associated with the planning phase of the strategic marketing process?

A)performance reviews for key personnel
B)marketing plans that define goals with the relevant metrics and the marketing mix strategies to achieve them
C)action memos that tell who is to do what by when
D)corrective action memos,triggered by comparing results with plans,often from the firm's marketing dashboards and metrics
E)sales reports using the firm's marketing metrics and dashboards

Question 80

The information needed for the evaluation phase of the strategic marketing process includes: (1)__________ and (2)action memos to correct problems and exploit opportunities.

A)positioning studies
B)market-product grids with target segments and product groupings
C)detailed plans to execute the marketing program
D)tracking reports to measure results
E)projected future sales,expenses,and profits