Marketing Combined

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Figure 1.1 Marketing Metrics: Marketing at the Core of the Organization
From Marketing Metrics: The Manager's Guide to Measuring Marketing Performance, 3/e by Paul Farris, Neil Bendle, Phillip E. Pfeifer and David J.
Reibstein (0134085965) Copyright © 2016 Pearson Education, Inc. All rights reserved.
Figure 12.1 Prestige Luggage: Marketing Management Dashboard
Figure 13.2 A Sales Model
1 How many female international students are studying Engineering?
2 What is the average GPA for Philosophy students?
3 What is the average GPA for Philosophy students if you remove students who are on academic probation?
4 Which three students have the highest GPA amongst those who study either Chemistry or Physics?
5 Do more international students study Dramatic Arts or Engineering?

Figure 2.1 The BCG Matrix
Figure 2.2 Awareness, Attitudes, and Usage: Hierarchy of Effects
Figure 2.4 A Typical Five-Point Scale
Figure 2.5 Hotel Customer Survey Response
Shopping patterns
that are observed by
personal or
electronic means
provide input for in-
store merchandising
strategies.
3-9
Manitoulin Sales Training
Figure 3.1 Example of a Distribution Channel
Figure 3.2 Customer Relationships
Figure 3.3 Fixed and Variable Costs
Figure 3.5 Total Cost per Unit Falls with Volume (Typical Assumptions)
Figure 3.6 At Break-Even, Total Costs = Total Revenues
1. What is the best team if you have a salary cap of $20 million?
4. What is the best team if you have a maximum of one Argentina player?
5. What is the best team if the average age of players must be <25 years?
6. Which will be the worst combination of four players?
7. What is the best team if the total experience must be less than 18 years?
8. What is the best team if it must include at least one person who is not from the
Americas?
Figure 4.1 Schematic of Simulated Test Market Volume Projection
Figure 4.2 Time Horizon Influences Perceived Results
Figure 4.4 Young & Rubicam Brand Asset Valuator Patterns of Brand Equity
Figure 4.3 Brand Equity—Outward Shift of Demand Curve
◆ Popular because a wide variety of factors
can be included in the analysis
◆ Six steps in the method
1. Develop a list of relevant factors called key
success factors
2. Assign a weight to each factor
3. Develop a scale for each factor
4. Score each location for each factor
5. Multiply score by weights for each factor for
each location
6. Recommend the location with the highest
point score
Key Scores
Success (out of 100) Weighted Scores
Factor Weight France Denmark France Denmark
Labour
availability
and attitude .25 70 60 (.25)(70) = 17.5 (.25)(60) = 15.0
People-to-
car ratio .05 50 60 (.05)(50) = 2.5 (.05)(60) = 3.0
Per capita
income .10 85 80 (.10)(85) = 8.5 (.10)(80) = 8.0
Tax structure .39 75 70 (.39)(75) = 29.3 (.39)(70) = 27.3
Education
and health .21 60 70 (.21)(60) = 12.6 (.21)(70) = 14.7
Totals 1.00 70.4 68.0
◆ Popular because a wide variety of factors
can be included in the analysis
◆ Six steps in the method
1. Develop a list of relevant factors called key
success factors
2. Assign a weight to each factor
3. Develop a scale for each factor
4. Score each location for each factor
5. Multiply score by weights for each factor for
each location
6. Recommend the location with the highest
point score
Key Scores
Success (out of 100) Weighted Scores
Factor Weight France Denmark France Denmark
Labour
availability
and attitude .25 70 60 (.25)(70) = 17.5 (.25)(60) = 15.0
People-to-
car ratio .05 50 60 (.05)(50) = 2.5 (.05)(60) = 3.0
Per capita
income .10 85 80 (.10)(85) = 8.5 (.10)(80) = 8.0
Tax structure .39 75 70 (.39)(75) = 29.3 (.39)(70) = 27.3
Education
and health .21 60 70 (.21)(60) = 12.6 (.21)(70) = 14.7
Totals 1.00 70.4 68.0
Table 8.4
Event 1,000 pts 900 pts 800 pts 700 pts Units
100 m 10.395 10.827 11.278 11.756 Seconds
Long jump 7.76 7.36 6.941 6.51 Metres
Shot put 18.4 16.79 15.16 13.53 Metres
High jump 2.20 2.10 1.99 1.88 Metres

100 m 25.437*(18-P)^ 1.81
400 m 46.17 48.19 50.32 52.58 Seconds
Javelin 10.14*(P-7.0)^1.08
1500 m 0.03768*(480-P)^1.85 110 m
hurdles
13.8 14.59 15.419 16.29 Seconds
Discus
56.17 51.4 46.59 41.72 Metres
throw
Pole vault 5.28 4.96 4.63 4.29 Metres
Javelin
77.19 70.67 64.09 57.45 Metres
throw
Minutes:
1500 m 3:53.79 4:07.42 4:21.77 4:36.96
Seconds
◆ Exchange rates and currency risks
◆ Can have a significant impact on cost structure
◆ Rates change over time
◆ Costs
◆ Tangible - easily measured costs such as utilities,
labor, materials, taxes
◆ Intangible - less easy to quantify and include
education, public transportation, community, quality-
of-life
◆ Political risk, values, and culture
◆ National, state, local governments attitudes toward
private and intellectual property, zoning, pollution,
employment stability may be in flux
◆ Worker attitudes towards turnover, unions, absenteeism
◆ Globally cultures have different attitudes towards
punctuality, legal, and ethical issues
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Weight 0.18 0.13 0.1 0.1 0.05 0.07 0.09 0.09 0.06 0.13 1.00 Out of 20
United States 100.00 80.00 95.00 100.00 72.00 99.14 85.71 71.43 79.80 51.71 84.09 1
France 81.01 76.00 82.50 98.00 89.28 80.57 78.57 77.14 81.92 43.83 77.24 4
Spain 95.03 77.00 84.00 94.00 84.80 75.43 80.00 71.43 78.01 25.95 76.12 5
Italy 72.44 67.00 75.00 97.00 48.80 78.14 75.71 52.86 71.01 33.61 67.06 14
Germany 65.79 88.00 88.00 96.00 84.80 83.29 85.71 78.57 83.55 45.26 77.43 3
Netherlands 71.55 66.00 82.00 88.00 76.80 68.29 84.29 70.00 86.64 46.62 72.22 8
Belgium 68.99 97.00 72.00 61.00 86.40 63.43 85.71 77.14 80.78 40.70 71.88 9
U.K. 63.78 89.00 94.50 100.00 96.00 80.86 85.71 88.57 84.36 46.98 79.82 2
Ireland 85.18 60.00 89.50 86.00 87.20 59.43 72.86 90.00 80.78 47.47 74.88 7
Argentina 78.21 90.00 39.50 66.00 60.80 69.43 61.43 61.43 59.93 16.16 60.98 18
Israel 77.80 92.00 71.00 82.00 24.80 58.71 62.86 71.43 78.50 29.75 67.28 13
Hungary 80.69 65.00 74.00 69.00 99.20 56.71 72.86 75.71 71.50 10.59 65.24 15
Portugal 73.00 55.00 83.50 61.00 100.00 58.71 75.71 65.71 75.41 17.17 63.33 16
Switzerland 58.41 68.00 81.50 83.00 83.20 63.00 78.57 71.43 86.16 100.00 76.04 6
Brazil 66.03 83.00 35.50 71.00 74.40 81.57 77.14 60.00 61.73 12.03 60.36 19
UAE/Dubai 59.62 85.00 87.50 72.00 34.40 66.14 85.71 81.43 82.57 48.90 70.43 12
Bahamas 99.04 89.00 38.50 92.00 33.60 46.29 64.29 88.57 57.65 48.00 70.82 11
Singapore 56.97 100.00 97.00 64.00 23.20 62.29 80.00 87.14 100.00 43.79 71.61 10
Chile 53.21 87.00 70.50 61.00 74.40 62.71 80.00 77.14 83.39 15.07 63.25 17
Profit-maximizing
• pricing to maximize profit (bottom line)
Market-share
• pricing to gain the greatest possible market percentage
The price level is dependent on how much

consumers are willing to pay for the product
17-4
Pricing Existing Products
• above, below, or at market
• price leadership
Pricing New Products

• skim vs. penetration
Fixed vs. Dynamic Pricing for eBusiness
17-5
Reference Prices
Price-quality inferences
Price endings
Price cues
14 - 11
14 - 13
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TOTAL RANKING
Ea
Weight 0.18 0.13 0.1 0.1 0.05 0.07 0.09 0.09 0.06 0.13 1.00 Out of 20
United States 100.00 80.00 95.00 100.00 72.00 99.14 85.71 71.43 79.80 51.71 84.09 1
France 81.01 76.00 82.50 98.00 89.28 80.57 78.57 77.14 81.92 43.83 77.24 4
Spain 95.03 77.00 84.00 94.00 84.80 75.43 80.00 71.43 78.01 25.95 76.12 5
Italy 72.44 67.00 75.00 97.00 48.80 78.14 75.71 52.86 71.01 33.61 67.06 14
Germany 65.79 88.00 88.00 96.00 84.80 83.29 85.71 78.57 83.55 45.26 77.43 3
Netherlands 71.55 66.00 82.00 88.00 76.80 68.29 84.29 70.00 86.64 46.62 72.22 8
Belgium 68.99 97.00 72.00 61.00 86.40 63.43 85.71 77.14 80.78 40.70 71.88 9
U.K. 63.78 89.00 94.50 100.00 96.00 80.86 85.71 88.57 84.36 46.98 79.82 2
Ireland 85.18 60.00 89.50 86.00 87.20 59.43 72.86 90.00 80.78 47.47 74.88 7
Argentina 78.21 90.00 39.50 66.00 60.80 69.43 61.43 61.43 59.93 16.16 60.98 18
Israel 77.80 92.00 71.00 82.00 24.80 58.71 62.86 71.43 78.50 29.75 67.28 13
Hungary 80.69 65.00 74.00 69.00 99.20 56.71 72.86 75.71 71.50 10.59 65.24 15
Portugal 73.00 55.00 83.50 61.00 100.00 58.71 75.71 65.71 75.41 17.17 63.33 16
Switzerland 58.41 68.00 81.50 83.00 83.20 63.00 78.57 71.43 86.16 100.00 76.04 6
Brazil 66.03 83.00 35.50 71.00 74.40 81.57 77.14 60.00 61.73 12.03 60.36 19
UAE/Dubai 59.62 85.00 87.50 72.00 34.40 66.14 85.71 81.43 82.57 48.90 70.43 12
Bahamas 99.04 89.00 38.50 92.00 33.60 46.29 64.29 88.57 57.65 48.00 70.82 11
Singapore 56.97 100.00 97.00 64.00 23.20 62.29 80.00 87.14 100.00 43.79 71.61 10
Chile 53.21 87.00 70.50 61.00 74.40 62.71 80.00 77.14 83.39 15.07 63.25 17

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Marketing Combined

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Also order Ivey Casepack

Online order via Vitalsource.com or through Humber

You will need access to both books for assignments

2 What is the average GPA for Philosophy students?

5 Do more international students study Dramatic Arts or Engineering?

100 m 10.395 10.827 11.278 11.756 Seconds

Long jump 7.76 7.36 6.941 6.51 Metres

Shot put 18.4 16.79 15.16 13.53 Metres

High jump 2.20 2.10 1.99 1.88 Metres

Pole vault 5.28 4.96 4.63 4.29 Metres

The price level is dependent on how much

Pricing New Products

Fixed vs. Dynamic Pricing for eBusiness

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