Market-Based Management 6th Edition by Roger Best

تمرين 7

The three interactive marketing performance tools and application exercises outlined here will add to your understanding of the use of variance analysis in assessing the performance of a marketing plan. To access the tools, go to www.MBM-BEST.com. Enter the data in each exercise to see the results. You may also enter your own data to see the results, and you may save your work. The three tools are based on Figure 15-13.
Variance Analysis-Market Demand and Market Share
? Change the actual market demand to 1,250,000 and actual market share to 23 percent, separately, to first evaluate the impact of each change on sales and profits. Then change both actual values to evaluate the combined effect of both variances on sales and profits. Finally, return both values to the plan values.