Market-Based Management 6th Edition by Roger Best

تمرين 6

The three interactive marketing performance tools and application exercises outlined here may be accessed online at www.MBM-BEST.com. They will add to your understanding of developing and implementing a sound, performance-driven, market-based marketing plan that will have a positive impact on profits.
Market Demand and Market Share
A. What would be the changes in the net marketing contribution if the market growth rate varied by plus 1 percent to 7.3 percent or by minus 1 percent to 5.3 percent?
B. What would be the changes in the net marketing contribution as the result of a 1-point drop in market share to 15.2 percent or a 1-point increase to 17.2 percent?