
Market-Based Management 6th Edition by Roger Best
النسخة 6الرقم المعياري الدولي: 978-0130387752
Market-Based Management 6th Edition by Roger Best
النسخة 6الرقم المعياري الدولي: 978-0130387752 تمرين 6
The four interactive marketing performance tools and application exercises outlined here will strengthen your understanding of the profit impact of managing marketing profitability. To access the tools, go to www.MBMBEST.com. You may enter the data presented in each exercise to obtain the answers to the questions. You may also enter other data to see the results, and you may save your work. The figure numbers in parentheses are related examples in Chapter 2, but the lettered instructions pertain to the online exercises.
Company-Level Net Marketing Contribution (Figure 2-15)
A. Evaluate the profit impact of eliminating the casual shorts and knitted sweaters product lines.
B. What would be the profit impact of increasing market share from 2 to 3 percent for the casual shorts product line if marketing and sales expenses were doubled (from $1.5 million to $3 million)?
Company-Level Net Marketing Contribution (Figure 2-15)
A. Evaluate the profit impact of eliminating the casual shorts and knitted sweaters product lines.
B. What would be the profit impact of increasing market share from 2 to 3 percent for the casual shorts product line if marketing and sales expenses were doubled (from $1.5 million to $3 million)?
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Market-Based Management 6th Edition by Roger Best
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