消费者营销的神奇数字

作　者：	John Davis
出版社：	暂缺
丛编项：
版权说明：	本书为公共版权或经版权方授权，请支持正版图书
标　签：	暂缺

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作者简介

暂缺《消费者营销的神奇数字》作者简介

内容简介

Magic Numbers for Consumer Marketing specifically describes key marketing measures commonly used in business. The book is designed to help marketers and non-marketers alike recognize the best measures to use when assessing the performance of marketing programs. Each marketing measure is defined， along with relevant examples and/or illustrations. Furthermore， the risks associated with relying too much on these formulas to the exclusion of other business inputs is discussed， providing readers with helpful guidelines of when these measures are most appropriate. From market share to customer lifetime value， there are numerous formulas that will help business people measure both the potential opportunity and actual results of various marketing activities. In addition， Magic Numbers for Consumer Marketing also describes key non-formulaic marketing frameworks， including brand value and brand culture. The frameworks and formulas are presented together because each depends on the other. Understanding the framework...

图书目录

Introduction

PART ONE: MAGIC NUMBERS FOR UNDERSTANDING A MARKET

1 Market size

2 Market Growth

3 Market Coverage

4 Market Share

5 Market Penetration

6 Market-Share Index

7 Market-Share Potential

8 Market-Share Development Performance

9 Market Demand

10 Future Demand

PART TWO: MAGIC NUMBERS FOR UNDERSTANDING YOUR COMPANY

11 Revenue

12 Gross Profit

13 Net Profit

14 Profit Impact

15 Earnings-Based Value

16 Return on Sales

17 Return on Assets

18 Return on Equity

19 Brand-Value Frameworks

20 Brand Equity

21 Brand-Name Premium

22 Recall

23 Recognition

24 Brand-Culture Framework

PART THREE: MAGIC NUMBERS FOR UNDERSTANDING CUSTOMERS

25 Segment Profitability

26 Loyalty Framework

27 New-Product Purchase Rate

28 Share of Customer

29 Customer Investment

30 Customer-Acquisition Costs

31 Customer Break-Even Analysis

32 Lifetime Value of Customer (LTVC)

PART FOUR: MAGIC NUMBERS FOR UNDERSTANDING MARKETING

Princing Measures

33 Price

34 Premiums

35 Marketing ROI (floor price)

36 Mark-up Price

37 Target-Return Price

38 Pricing Frameworks

Advertising Measures

39 Share of Voice

40 Advertising-to Sales Ratio

41 Reach

42 Frequency

43 Gross Rating Points

44 Cost Per Gross Rating Point

45 Click-Through Rates

46 Profit Per Campaign

Retail Marketing Measures

47 Turnover

48 Gross Margin Return on Inventory Investment

49 Sales Per Square Foot

50 Sales/Profit Per Employee

51 Average Transaction Size

52 Average Items Per Transaction

53 Retailer's Margin Percentage

Direct Marketing Measures

54 Response Rate

55 Conversion Rate

56 Direct-Mail Revenue Goals

57 Direct-Mail Profit Goals

58 Direct-Mail Gross Profit

59 Direct-Mail Net Profit

60 Direct-Mail ROI

Market Research Measures

61 Market Research Budget

Supplement: Using the Magic Numbers in a Marketing Plan

Appendix: Finding the Information

Index