MKT 300 Lecture Notes - Customer Retention, Gross Margin, Operating Leverage

• School: Ryerson University
• Department: Marketing
• Course: MKT 300
• Professor: Cynthia Mason

Document Summary

To maximize shareholder value by delivering profitable growth and building brand equity. Customer & market research, logistics, sales force, the trade, advertising agency, finance. Dashboard: monitors performance through the desktop presentation of key metrics. name, packaging, sizes, services, warranties, and returns: price: list price, discounts, allowances, payment period, credit terms, price protection, promotion: advertisement, personal selling, sales promotion, and public relations. Value-based marketing: value is created when the financial benefit of a strategic activity exceeds the costs. [the npv (discounted incremental cash flow from any marketing initiative) should be equal to or greater than the incremental investment required for that initiative: place: channels, coverage, assortments, location, inventory, Discounted cash flow (dcf) model: transportation, and logistics. Metric: measuring system that quantifies a trend, dynamic or a characteristic to: diagnose, explain, share & project, encourage rigor & objectivity, compare observations, and facilitate understanding & collaboration.