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Magic Numbers for Consumer Marketing

Magic Numbers for Consumer Marketing Key Measures to Evaluate Marketing Success

Author: John A. Davis
Publisher: John Wiley & Sons
ISBN: 9780470821626
Published In: July 2005
Format: Hardback , 228 pages
Jurisdiction: International ? Disclaimer:
Countri(es) stated herein are used as reference only

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Description
Contents
Author

Details

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 frameworks enables managers to more clearly see the link between organization design and outcomes, while the formulas help measure specific marketing program performance.

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.

John Davis is Chairman of Brand New View, a brand strategy firm. He also teaches at Singapore Management University. He has been a featured speaker at numerous conferences around the world and has been interviewed by media in both Asia and the United States for his views on branding and marketing strategy. He has spent more than 20 years in business as both an entrepreneur and marketing executive, having launched two award-winning companies and led marketing teams at Nike, Informix and Transamerica.
He was born in the San Francisco Bay Area, earning his undergraduate degree in Political Science from Stanford University and his MBA from Columbia University.
John, his wife Barbara, their 3 children, Katie, Chris and Bridget, and their dog 'Grinner' live in Singapore.