消费者营销的神奇数字 THE MAGIC NUMBERS FOR CONSUMER MARKETING
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作者： John Davis 著
出 版 社：
出版时间： 2005-12-1字数：版次： 1页数： 309印刷时间： 2005/09/01开本：印次：纸张： 胶版纸I S B N ： 9780470821626包装： 精装内容简介
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 frameworks enables managers to more clearly see the link between organization design and outcomes, while the formulas help measure specific marketing program performance.
作者简介：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.
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
