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Market-Based Management, 4th edition

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Presentation on theme: "Market-Based Management, 4th edition"— Presentation transcript:

1 Market-Based Management, 4th edition
Marketing Performance and Marketing Profitability Chapter Two

2 Marketing Performance and Marketing Profitability
Chapter Two Financial vs. Market-Based Performance Marketing Performance Metrics Marketing Profitability Strategies to Increase Marketing Profitability Marketing Profitability Metrics

3 Financial Vs. Market-Based Performance
Market-Based (External) Performance Why is it important? Strategy Implementation Profitability Marketing Effectiveness Leading Indicators How is it evaluated? Market and Sales Growth Market Share Customer Retention and Acquisition Customer Satisfaction Relative Product/Service Quality Financial (Internal) Performance Why is it important? How is it evaluated? Sales Revenues Return on Sales Gross and Net Profit Assets Return on Assets

4 Financial Vs. Market-Based Performance Metrics

5 In-Process vs. End-Result Performance Metrics

6 Marketing Profitability
What is marketing profitability? Net Marketing Contribution (NMC) How is it measured? Gross Profit – M&S Expenses Sales Revenue X % Gross Margin – M&S Expense Product vs. Customer focus Hypothetical Financials Sales Revenues $10 Million COGS $8 Million Gross Profit $2 Million Marketing and Sales Expenses $1 Million NMC Operating Expenses Net Profit ($1Million)

7 Marketing Profitability Product Focus
[ ( )] NMC Market Market Price Variable Cost Marketing (P1) Demand Share per Unit per Unit Expenses = X X

8 Marketing Profitability Customer Focus
6.23% 1,302,000 210,000 $95.31 $124.7 $55.1 $37.8 $60.75 $34.56

9 Marketing Strategies and Marketing Profitability
Strategies to Grow Market Demand Strategies to Increase Market Size Strategies to Increase Purchases NMC Market Market Rev per VC per Marketing (P1) Demand Share Customer Customer Expenses = X X Strategies to increase Market Efficiency Strategies to Enter or Exit Markets Strategies to lower VC per Customer

10 Marketing Profitability Metrics
Marketing ROI Why is it important? Assess marketing productivity of investment How is it measured? NMC/M&S Expenses Marketing ROS Why is it important? Benchmarking How is it measured? NMC/Sales Revenues

11 Return on Capital and Marketing Productivity

12 Takeaways/Review Financial and Market-Based Performance Evaluation
Marketing Profitability and Measurement Impact of Basic Marketing Strategies Marketing Productivity Metrics Exercises Marketing Performance Tools

13 Marketing Performance Tools
Marketing Profitability: A Product Focus

14 Marketing Performance Tools
Marketing Profitability: A Customer Focus


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