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Market-Based Management 6th Edition by Roger Best
Edition 6ISBN: 978-0130387752Market-Based Management 6th Edition by Roger Best
Edition 6ISBN: 978-0130387752 Exercise 10
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.
Market-Level NMC, Marketing ROS, and Marketing ROI (Figure 2-18)
A. Evaluate the profit impact of exiting the fashion-buyer segment.
B. In the fashion-buyer segment, how much market share would the business have to obtain to keep the same level of marketing profits if the business doubled marketing and sales expenses in that segment?
Market-Level NMC, Marketing ROS, and Marketing ROI (Figure 2-18)
A. Evaluate the profit impact of exiting the fashion-buyer segment.
B. In the fashion-buyer segment, how much market share would the business have to obtain to keep the same level of marketing profits if the business doubled marketing and sales expenses in that segment?
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Market-Based Management 6th Edition by Roger Best
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