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Lecture 1

MKT300 Lecture 1: Lecture 1


Department
Marketing
Course Code
MKT 300
Professor
Armand Gervais
Lecture
1

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1. MKT 300 – Lecture 1 January 20,
2016
Metric – ROIC (return on investment capital)
ROIC tells us how much value the company creates
ROIC = net operating profits after taxes / total invested capital
7 P’s
Product
oBreakeven
oProduct line analysis
Price
oPrice change/elasticity
oMarkups
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