Market-Based Management 6th Edition by Roger Best

تمرين 12

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 Net Marketing Contribution and Marketing ROI (Figure 2-13)
A. For a company of interest, obtain the required input from a company annual report. Evaluate the company's marketing profitability and how it contributes to net profit before taxes.
B. How would marketing profits and net profit change if sales increase by 25 percent?
C. Evaluate the profit impact of a strategy in which the percent margin is increased by 5 points and marketing and sales expenses are increased by 2 percentage points.