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Proyecto final

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Proyecto final

  1. 1. 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.
  2. 2. 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
  3. 3. Figure 2.2 Awareness, Attitudes, and Usage: Hierarchy of Effects 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.
  4. 4. Figure 2.3 Ratings 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.
  5. 5. Figure 2.4 A Typical Five-Point Scale 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.
  6. 6. Figure 2.5 Hotel Customer Survey Response 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.
  7. 7. Figure 3.1 Example of a Distribution Channel 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.
  8. 8. Figure 3.2 Customer Relationships 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.
  9. 9. Figure 3.3 Fixed and Variable Costs 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.
  10. 10. Figure 3.4 Total Cost Consists of Fixed and Variable Costs 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.
  11. 11. Figure 3.5 Total Cost per Unit Falls with Volume (Typical Assumptions) 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.
  12. 12. Figure 3.6 At Break-Even, Total Costs = Total Revenues 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.
  13. 13. Figure 4.1 Schematic of Simulated Test Market Volume Projection 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.
  14. 14. Figure 4.2 Time Horizon Influences Perceived Results 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.
  15. 15. Figure 4.3 Brand Equity—Outward Shift of Demand Curve 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.
  16. 16. Figure 4.4 Young & Rubicam Brand Asset Valuator Patterns of Brand Equity 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.
  17. 17. Figure 5.1 Customer Profitability by Decile 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.
  18. 18. Figure 5.2 The Whale Curve 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.
  19. 19. Figure 6.1 Sales Resulting from Calls to Customers 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.
  20. 20. Figure 6.2 Sales Force Funnel 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.
  21. 21. Figure 7.1 Maximum Willing to Buy and Maximum Reservation Price 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.
  22. 22. Figure 7.2 Simple Linear Demand (Price-Quantity) Function 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.
  23. 23. Figure 7.3 Example of Linear Demand Function 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.
  24. 24. Figure 7.4 Linear Demand Function 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.
  25. 25. Figure 7.5 Constant Elasticity 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.
  26. 26. Figure 7.6 Optimal Price Midway Between Variable Cost and MRP 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.
  27. 27. Figure 7.7 Linear Demand Functions with the Same MRP and Variable Cost 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.
  28. 28. Figure 7.8 Two Segments Form Demand 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.
  29. 29. Figure 7.9 Residual Price Elasticity 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.
  30. 30. Figure 7.10 Prisoner’s Dilemma Pay-off Grid 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.
  31. 31. Figure 7.11 Pay-off Grid with Arrows Representing Preferences for Prisoners 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.
  32. 32. Figure 7.12 Pay-off Grid with Expected Values (Values Are in the Millions of Dollars) 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.
  33. 33. Figure 7.13 Pay-off Grid with Expected Values and Preference Arrows (Contribution Values Are in the Millions of Dollars) 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.
  34. 34. Figure 8.1 Monthly Sales Patterns 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.
  35. 35. Figure 8.2 Downward Spiral—Promotional Effectiveness 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.
  36. 36. Figure 8.3 Successful Promotion with Long-Term Benefits 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.
  37. 37. Figure 9.1 Venn Diagram Illustration of Net Reach 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.
  38. 38. Figure 9.2 Illustration of Cumulative Advertising Effectiveness 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.
  39. 39. Figure 10.1 Clickthrough Process 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.
  40. 40. Figure 10.2 The Order Acquisition Process 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.
  41. 41. Figure 10.3 Relationship of Hits to Pageviews to Visits to Visitors 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.
  42. 42. Figure 10.4 Example of Online Newspaper Visitor 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.
  43. 43. Figure 10.5 A Clickstream Documented 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.
  44. 44. Figure 11.1 Profits = Revenues Less Costs 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.
  45. 45. Figure 11.2 EVA Is After-Tax Profit Minus a Charge for Capital Usage 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.
  46. 46. Figure 11.3 Evaluating the Return to Marketing 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.
  47. 47. Figure 12.1 Prestige Luggage: Marketing Management Dashboard 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.
  48. 48. Figure 13.1 An Extended DuPont Model (adapted from http://www.12manage.com/ methods_dupont_model.html) 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.
  49. 49. Figure 13.2 A Sales Model 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.
  50. 50. Figure 13.3 Empirical Relationships between Marketing Decisions and Objectives 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.
  51. 51. Figure 13.4 Empirical Relationship with Components of Marketing Outcomes 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.
  52. 52. Figure 13.5 Simulated Test Markets Combine Empirical and Identity Relationships 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.
  53. 53. Figure 13.6 Empirical Relationship with Marketing Components and Intermediate Metrics and Constructs 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.

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