Description

Book Synopsis


Table of Contents
Part 1: Corporate Financial Metrics  1 Chapter 1: Revenue  3 Chapter 2: Gross Profit  7 Chapter 3: Value-to-Volume Ratio  9 Chapter 4: Net Profit  13 Chapter 5: Earnings-Based Value  17 Chapter 6: Return on Sales  23 Chapter 7: Return on Assets  25 Chapter 8: Return on Equity  27 Part 2: Marketing Planning Measures  31 Chapter 9: Market Share  33 Chapter 10: Relative Market Share  35 Chapter 11: Market Growth  37 Chapter 12: Market Demand  39 Chapter 13: Market Penetration  41 Chapter 14: Program/Nonprogram Ratio  47 Chapter 15: Program/Payroll Ratio  49 Chapter 16: Causal Forecast  51 Chapter 17: Time Series Analysis  57 Part 3: Brand Metrics  63 Chapter 18: Brand Equity  65 Chapter 19: Brand Scorecards  71 Chapter 20: Brand Premium  75 Chapter 21: Brand Contribution and Review Analysis  81 Part 4: Customers Metrics  85 Chapter 22: Net Sales Contribution  91 Chapter 23: Time-Driven Activity-Based Costing  93 Chapter 24: Segment Profitability  95 Chapter 25: Customer Profitability  99 Chapter 26: Share of Customer  101 Chapter 27: Return on CustomerSM  105 Chapter 28: New Customer Gains  109 Chapter 29: Customer Acquisition Costs  113 Chapter 30: Cost Per Lead  117 Chapter 31: Retention Rate  121 Chapter 32: Churn Rate  125 Chapter 33: Consumer Franchise  129 Chapter 34: Customer Equity and Customer Lifetime Value  133 Chapter 35: Customer Brand Value  137 Chapter 36: Customer Losses  139 Part 5: Product/Offering Metrics  143 Chapter 37: Usage  145 Chapter 38: New Product Purchase Rate  147 Chapter 39: Marketing Cost Per Unit  151 Part 6: Price Matrics  153 Chapter 40: Price  155 Chapter 41: Mark-Up Pricing  159 Chapter 42: Target Return Pricing  163 Chapter 43: Sales Price Variance  165 Chapter 44: Markdown Goods Percentage  169 Chapter 45: Profit Impact  171 Part 7: Advertising/Promotion Metrics  175 Chapter 46: Share of Voice  177 Chapter 47: Recall  179 Chapter 48: Recognition  183 Chapter 49: Reach  185 Chapter 50: Frequency  187 Chapter 51: Gross Rating Points  189 Chapter 52: Cost Per Gross Rating Point  193 Chapter 53: Response Rate  195 Chapter 54: Conversion Rate  199 Chapter 55: Advertising-To-Sales Ratio  201 Chapter 56: Promotion Profit  203 Part 8: Direct Marketing Metrics  207 Chapter 57: Direct Marketing Revenue Goals  209 Chapter 58: Direct Marketing Profit Goals  213 Chapter 59: Direct Marketing Gross Profit  215 Chapter 60: Direct Marketing Net Profit  217 Chapter 61: Direct Marketing Return On Investment  219 Part 9: Digital/Social Metrics  221 Chapter 62: Gross Page Impressions (Or Gross Page Requests)  223 Chapter 63: Word of Mouth  225 Chapter 64: Total Clicks  1 Chapter 65: Click Through Rate  229 Chapter 66: Cost Per Click  231 Chapter 67: Cost Per Action  235 Chapter 68: Pay Per Lead  237 Chapter 69: Activity Ratio for Social Media  239 Chapter 70: Deductive Social Media Return on Investment  241 Chapter 71: Resolution Time  243 Chapter 72: Social Media Profitability  245 Chapter 73: Bounce Rate  247 Chapter 74: Return On Advertising Spend  249 Part 10: Place/Distribution Metrics  251 Chapter 75: Cost Per Sales Dollar  253 Chapter 76: Transactions Per Customer  255 Chapter 77: Transactions Per Hour  257 Chapter 78: Average Transaction Size  259 Chapter 79: Avergage Items Per Transaction  261 Chapter 80: Hourly Customer Traffic  265 Chapter 81: Returns to Net Sales  267 Chapter 82: Inventory Turnover  269 Chapter 83: Percent Inventory Carrying Costs  271 Chapter 84: Gross Margin Return on Inventory Investment  273 Chapter 85: Sales Per Square Foot  277 Chapter 86: Sales/Profits Per Employee  279 Chapter 87: Retail Close Ratio  281 Chapter 88: Retail Margin Percentage  285 Chapter 89: Percent Utilization of Discounts  287 Chapter 90: Shrinkage to Net Sales  289 Part 11: Sales Metrics Chapter 91: Net Sales Contribution  297 Chapter 92: Absolute Index  299 Chapter 93: Relative Index  303 Chapter 94: Percent of Sales  305 Chapter 95: Independent Sales Representative Analysis  309 Chapter 96: Turnover Rate  311 Chapter 97: Recruiting  315 Chapter 98: Breakdown Approach  317 Chapter 99: Workload Approach  321 Chapter 100: Sales Performance Quotas  327 Chapter 101: Average Sales Per Call  335 Chapter 102: Close Process and Close Ratio  337 Chapter 103: Cost Per Call  341 Chapter 104: Break-Even Sales Volume  343 Chapter 105: Sales Productivity  347 Chapter 106: Four Factor Model  351 Chapter 107: Sales Variance Analysis  355 Chapter 108: Sales Volume Variance  361 Chapter 109: Sales Enablement  365 Chapter 110: Net Promoter ScoreR  367 Index

Measuring Marketing

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      Book details

      Publisher De Gruyter
      Published 19 December 2017
      ISBN-13 9781501515767
      978-1501515767
      ISBN-10 1501515764
      Also in:
      Development economics Market research

      Description

      Book Synopsis


      Table of Contents
      Part 1: Corporate Financial Metrics  1 Chapter 1: Revenue  3 Chapter 2: Gross Profit  7 Chapter 3: Value-to-Volume Ratio  9 Chapter 4: Net Profit  13 Chapter 5: Earnings-Based Value  17 Chapter 6: Return on Sales  23 Chapter 7: Return on Assets  25 Chapter 8: Return on Equity  27 Part 2: Marketing Planning Measures  31 Chapter 9: Market Share  33 Chapter 10: Relative Market Share  35 Chapter 11: Market Growth  37 Chapter 12: Market Demand  39 Chapter 13: Market Penetration  41 Chapter 14: Program/Nonprogram Ratio  47 Chapter 15: Program/Payroll Ratio  49 Chapter 16: Causal Forecast  51 Chapter 17: Time Series Analysis  57 Part 3: Brand Metrics  63 Chapter 18: Brand Equity  65 Chapter 19: Brand Scorecards  71 Chapter 20: Brand Premium  75 Chapter 21: Brand Contribution and Review Analysis  81 Part 4: Customers Metrics  85 Chapter 22: Net Sales Contribution  91 Chapter 23: Time-Driven Activity-Based Costing  93 Chapter 24: Segment Profitability  95 Chapter 25: Customer Profitability  99 Chapter 26: Share of Customer  101 Chapter 27: Return on CustomerSM  105 Chapter 28: New Customer Gains  109 Chapter 29: Customer Acquisition Costs  113 Chapter 30: Cost Per Lead  117 Chapter 31: Retention Rate  121 Chapter 32: Churn Rate  125 Chapter 33: Consumer Franchise  129 Chapter 34: Customer Equity and Customer Lifetime Value  133 Chapter 35: Customer Brand Value  137 Chapter 36: Customer Losses  139 Part 5: Product/Offering Metrics  143 Chapter 37: Usage  145 Chapter 38: New Product Purchase Rate  147 Chapter 39: Marketing Cost Per Unit  151 Part 6: Price Matrics  153 Chapter 40: Price  155 Chapter 41: Mark-Up Pricing  159 Chapter 42: Target Return Pricing  163 Chapter 43: Sales Price Variance  165 Chapter 44: Markdown Goods Percentage  169 Chapter 45: Profit Impact  171 Part 7: Advertising/Promotion Metrics  175 Chapter 46: Share of Voice  177 Chapter 47: Recall  179 Chapter 48: Recognition  183 Chapter 49: Reach  185 Chapter 50: Frequency  187 Chapter 51: Gross Rating Points  189 Chapter 52: Cost Per Gross Rating Point  193 Chapter 53: Response Rate  195 Chapter 54: Conversion Rate  199 Chapter 55: Advertising-To-Sales Ratio  201 Chapter 56: Promotion Profit  203 Part 8: Direct Marketing Metrics  207 Chapter 57: Direct Marketing Revenue Goals  209 Chapter 58: Direct Marketing Profit Goals  213 Chapter 59: Direct Marketing Gross Profit  215 Chapter 60: Direct Marketing Net Profit  217 Chapter 61: Direct Marketing Return On Investment  219 Part 9: Digital/Social Metrics  221 Chapter 62: Gross Page Impressions (Or Gross Page Requests)  223 Chapter 63: Word of Mouth  225 Chapter 64: Total Clicks  1 Chapter 65: Click Through Rate  229 Chapter 66: Cost Per Click  231 Chapter 67: Cost Per Action  235 Chapter 68: Pay Per Lead  237 Chapter 69: Activity Ratio for Social Media  239 Chapter 70: Deductive Social Media Return on Investment  241 Chapter 71: Resolution Time  243 Chapter 72: Social Media Profitability  245 Chapter 73: Bounce Rate  247 Chapter 74: Return On Advertising Spend  249 Part 10: Place/Distribution Metrics  251 Chapter 75: Cost Per Sales Dollar  253 Chapter 76: Transactions Per Customer  255 Chapter 77: Transactions Per Hour  257 Chapter 78: Average Transaction Size  259 Chapter 79: Avergage Items Per Transaction  261 Chapter 80: Hourly Customer Traffic  265 Chapter 81: Returns to Net Sales  267 Chapter 82: Inventory Turnover  269 Chapter 83: Percent Inventory Carrying Costs  271 Chapter 84: Gross Margin Return on Inventory Investment  273 Chapter 85: Sales Per Square Foot  277 Chapter 86: Sales/Profits Per Employee  279 Chapter 87: Retail Close Ratio  281 Chapter 88: Retail Margin Percentage  285 Chapter 89: Percent Utilization of Discounts  287 Chapter 90: Shrinkage to Net Sales  289 Part 11: Sales Metrics Chapter 91: Net Sales Contribution  297 Chapter 92: Absolute Index  299 Chapter 93: Relative Index  303 Chapter 94: Percent of Sales  305 Chapter 95: Independent Sales Representative Analysis  309 Chapter 96: Turnover Rate  311 Chapter 97: Recruiting  315 Chapter 98: Breakdown Approach  317 Chapter 99: Workload Approach  321 Chapter 100: Sales Performance Quotas  327 Chapter 101: Average Sales Per Call  335 Chapter 102: Close Process and Close Ratio  337 Chapter 103: Cost Per Call  341 Chapter 104: Break-Even Sales Volume  343 Chapter 105: Sales Productivity  347 Chapter 106: Four Factor Model  351 Chapter 107: Sales Variance Analysis  355 Chapter 108: Sales Volume Variance  361 Chapter 109: Sales Enablement  365 Chapter 110: Net Promoter ScoreR  367 Index

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