Figure 6.12: Marketing Performance & Profit Impact
INPUT (Yellow Cells)
- No Negative Numbers
| Customer Potential |
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Market Dev. Index |
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| 40.0% | ||||||||||
| Customer Demand |
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Customer Volume |
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| Market Share |
100000 |
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Sales Revenue |
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| MARKETING ROS |
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| $100,000,000 |
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Gross Profit |
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| Revenue per Customer |
25.0% | |||||||||
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Percent Margin |
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NET MARKETING CONTRIBUTION |
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| 40.00% | $40,000,000 | |||||||||
| Cost per Customer |
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| $25,000,000 | ||||||||||
| Marketing & Sales Expenses |
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OPERATING INCOME |
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| MARKETING ROI |
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| $10,000,000 | ||||||||||
| General & Admin. Expenses |
166.7% | RETURN ON SALES |
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|
10.0% | |||||||||
| MARKETING ROS | 25.0% | 40% | ||||||||
| MARKETING ROI | 166.7% | 300% | ||||||||
| RETURN ON SALES | 10.0% | 20% | ||||||||
Instruction: Change data in the yellow cells to observe how the marketing profitability metrics and operating income changes.