9780134394367 2.pptx

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Figure 1.1 Marketing Metrics: Marketing at the Core of the Organization
From Marketing Metrics: The Manager's Guide to Measuring Marketing Performance, 3/e by Paul Farris, Neil Bendle, Phillip E. Pfeifer and David J.
Reibstein (0134085965) Copyright © 2016 Pearson Education, Inc. All rights reserved.
Figure 2.1 The BCG Matrix
Figure 2.2 Awareness, Attitudes, and Usage: Hierarchy of Effects

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Figure 2.3 Ratings
Figure 2.4 A Typical Five-Point Scale
Figure 2.5 Hotel Customer Survey Response

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Figure 3.1 Example of a Distribution Channel
Figure 3.2 Customer Relationships
Figure 3.3 Fixed and Variable Costs

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Figure 3.4 Total Cost Consists of Fixed and Variable Costs
Figure 3.5 Total Cost per Unit Falls with Volume (Typical Assumptions)
Figure 3.6 At Break-Even, Total Costs = Total Revenues

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Figure 4.1 Schematic of Simulated Test Market Volume Projection
Figure 4.2 Time Horizon Influences Perceived Results
Figure 4.3 Brand Equity—Outward Shift of Demand Curve

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Figure 4.4 Young & Rubicam Brand Asset Valuator Patterns of Brand Equity
Figure 5.1 Customer Profitability by Decile
Figure 5.2 The Whale Curve

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Figure 6.1 Sales Resulting from Calls to Customers
Figure 6.2 Sales Force Funnel
Figure 7.1 Maximum Willing to Buy and Maximum Reservation Price

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Figure 7.2 Simple Linear Demand (Price-Quantity) Function
Figure 7.3 Example of Linear Demand Function
Figure 7.4 Linear Demand Function

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Figure 7.5 Constant Elasticity
Figure 7.6 Optimal Price Midway Between Variable Cost and MRP
Figure 7.7 Linear Demand Functions with the Same MRP and Variable Cost

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Figure 7.8 Two Segments Form Demand
Figure 7.9 Residual Price Elasticity
Figure 7.10 Prisoner’s Dilemma Pay-off Grid

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Figure 7.11 Pay-off Grid with Arrows Representing Preferences for Prisoners
Figure 7.12 Pay-off Grid with Expected Values (Values Are in the Millions of Dollars)
Figure 7.13 Pay-off Grid with Expected Values and Preference Arrows
(Contribution Values Are in the Millions of Dollars)

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Figure 8.1 Monthly Sales Patterns
Figure 8.2 Downward Spiral—Promotional Effectiveness
Figure 8.3 Successful Promotion with Long-Term Benefits

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Figure 9.1 Venn Diagram Illustration of Net Reach
Figure 9.2 Illustration of Cumulative Advertising Effectiveness
Figure 10.1 Clickthrough Process

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Figure 10.2 The Order Acquisition Process
Figure 10.3 Relationship of Hits to Pageviews to Visits to Visitors
Figure 10.4 Example of Online Newspaper Visitor

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Figure 10.5 A Clickstream Documented
Figure 11.1 Profits = Revenues Less Costs
Figure 11.2 EVA Is After-Tax Profit Minus a Charge for Capital Usage

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Figure 11.3 Evaluating the Return to Marketing
Figure 12.1 Prestige Luggage: Marketing Management Dashboard
Figure 13.1 An Extended DuPont Model (adapted from http://www.12manage.com/
methods_dupont_model.html)

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Figure 13.2 A Sales Model
Figure 13.3 Empirical Relationships between Marketing Decisions and Objectives
Figure 13.4 Empirical Relationship with Components of Marketing Outcomes

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Figure 13.5 Simulated Test Markets Combine Empirical and Identity Relationships
Figure 13.6 Empirical Relationship with Marketing Components
and Intermediate Metrics and Constructs

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