- 名称:Marketing Math( 31page)
- 类型:营销课件
- 授权方式:免费版
- 更新时间:10-15 15:38:21
- 下载要求:无需注册
- 下载次数:6254次
- 语言简体中文
- 大小:869 KB
- 推荐度:3 星级
《Marketing Math( 31page)》下载简介
标签:市场营销课件,市场营销课件ppt,
Overview
Objectives
Techniques
Breakevenanalysisandcannabalization
Markup
Economicvaluecalculation
Priceresponse
Expectedvaluecalculations
Advice
Objectives
Marketingisarigorousdiscipline.
Thosethatsubstantiateandanalyzegetmoreresourcesandmakefewermistakes.
Thosethatdonottendtogetfired.
Qualitativeanalysisprecedesquantitativeanalysis
Whyisthisanalysisneeded?
BreakEvenAnalysis
Question:howmuchdoIneedtoselltobreakeven?
Thisimpliesprofit=0.
Profit=(P-VC)Q-FC
Setprofit=0
Q=FC/(P-VC)=FC/Contribution
BreakEvenAnalysis
IBMhasanewPC.
$10000000inmarketing
$10000000inR&D
Corporateoverheadis20%.
Retailpriceis$1000
HowmanyPCsdoesIBMneedtosell?
Notetome-answerwillbewrongasnooneconsidersretailmargins.
Mark-up
Needwholesalepricetosolvepreviousproblem.
Ifretailermarkup(margin)is100%whatiswholesaleprice?
(Retail-Wholesale)/Wholesale=markup
wholesale=retail/(1+markup)=$1000/2=$500
Cannabalization
Newproductsalesalsoaffectexistingproductsalesandthismustbeconsideredinbreakevenanalyses.
Cannabalization
IBMhasanewPC.
$10000000inmarketing
$10000000inR&D
Corporateoverheadis20%.
Retailpriceis$1000markupis100%
Reduces$20xxPCsalesby10%
HowmanyPCsdoesIBMneedtosell?
EconomicValueCalculation
SlicingtheValueSalami
EconomicValue-in-Use
Example:Achemicalplantuses200O-ringstosealvalvescarryingcorrosivematerials.ThoseO-ringscost$5.00eachandmustbechangedduringregularmaintenanceeverytwomonths.
Anewproducthas2?thecorrosiveresistingpower.Thevalue-in-useofthematerialmightbe:
1.Annualcostofincumbent
=200(rings)?6changes/year?$5/O-ring
=$6000
versus
=200(rings)?changes/year?$???/O-ring=>VIUof$10/O-ring
厖厖
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Tag:营销课件,市场营销课件,市场营销课件ppt,市场营销 - 营销课件