Introduction : Marketing Performance Tools

Instructions:

Click in chapter number or title to go to that marketing performance tool set.
To view chapter marketing performance tool set, click on .
Click on any given tool to go directly to that marketing performance tool.

	Chapter		Chapter Title

	1		Customer Focus, Customer Performance and Profit Impact 1.1 Customer Satisfaction and Profitability 1.2 Customer Retention 1.3 Lifetime Value of a Customer 1.4 Customer Loyalty and Profitability
	2		Marketing Metrics and Marketing Profitability 2.1 Company-Level Net Marketing Contribution 2.2 Market-Level NMC, Marketing ROS, and Marketing ROI 2.3 Company Level Net Marketing Contribution and Marketing ROI 2.4 Benchmarking Marketing ROI versus Operating Income as a Percentage of Sales
	3		Market Potential, Market Demand and Market Share 3.1 Market Potential and Market Development Index 3.2 Market Share Management 3.3 Product Life Cycle Sales and Gross Profit 3.4 Sales Forecasting
	4		The Customer Experience and Value Creation 4.1 Economic Value Analysis 4.2 Price-Performance Value Mapping 4.3 Customer Value Analysis 4.4 Price-Performance Trade-Offs and Customer Value
	5		Market Segmentation and Segmentation Strategies 5.1 Needs-Based Segmentation 5.2 Segment Identification 5.3 Segment Profitability 5.4 The “Acid Test” for Segment Strategies 5.5 Customer Relationship Management
	6		Competitive Position and Sources of Advantage 6.1 Cost Advantage 6.2 Differentiation Advantage 6.3 Marketing Advantage 6.4 Industry Analysis
	7		Product Positioning, Branding and Product Line Strategies 7.1 Product Positioning 7.2 Brand Name Development 7.3 Brand Equity
	8		Value-Based Pricing and Pricing Strategies 8.1 Value-in-Use Pricing 8.2 Perceived-Value Pricing 8.3 Performance-Based Value Pricing 8.4 Price-Volume Pricing
	9		Marketing Channels and Channel Mapping 9.1 Channel Mapping and Pocket Price 9.2 Marketing Channel Profitability 9.3 Alternative Channel Profitability
	10		Marketing Communications, Social Media, and Customer Response 10.1 Marketing Communications and Customer Response 10.2 Estimating Advertising Elasticity 10.3 Estimating the Advertising Carryover Effect
	11		Portfolio Analysis and Strategic Market Planning 11.1 Product Life Cycle Portfolio 11.2 Market Growth Rate–Share Development Portfolio 11.3 GE/McKinsey Portfolio
	12		Offensive Strategies 12.1 Offensive Strategies—Core Strategy I: Grow in Existing Markets 12.2 Offensive Strategies—Core Strategy II: Improve Margins 12.3 Offensive Strategies—Core Strategy III: Diversify Growth
	13		Defensive Strategies 13.1 Defensive Strategies—Core Strategy I: Protect Position 13.2 Defensive Strategies—Core Strategy II: Optimize Position 13.3 Defensive Strategies—Core Strategy III: Monetize, Harvest, or Divest
	14		Building a Marketing Plan 14.1 Market Demand and Market Share 14.2 Customer Revenue and Percent Margin 14.3 Marketing and Sales Expenses
	15		Marketing Metric, Performance and Strategy Implementation 15.1 Variance Analysis - Market Demand and Market Share 15.2 Variance Analysis - Revenue and Cost Per Customer 15.3 Variance Analysis - Marketing Expenses
	16		Market-Based Management and Financial Performance 16.1 Market Demand and Market Share 16.2 Percent Margin and Marketing Expenses 16.3 Asset Management and Invested Capital
	IM		International Market IM.1 Estimating International Market Demand IM.2 Estimating International Market Potential IM.3 International Market Attractiveness Index IM.4 International Cost-Based Pricing IM.5 International Market-Based Pricing IM.6 International Market Profit Potential & Risk

NOTE: Each Marketing Performance Tool includes the data presented in the chapter Application Exercise to help in answering the Application Exercise Questions. Each Marketing Performance Tool can also be re-initialized with your own data to evaluate the marketing performance of another business or business situation.

market-based management

"Without application, the benefits of knowledge cannot be fully achieved." - Roger J. Best