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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 7
The three interactive marketing performance tools and the application exercises outlined here will strengthen your understanding of channel mapping and channel profitability. To access the tools, go to www.MBM-BEST.com. For the questions in the exercises, you may enter the data presented to obtain the answers. You may also enter other data to see the results, and you may save your work.
Marketing Channel Profitability (Figure 9-5)
A. How does the net marketing contribution and marketing ROI change if the business modifies its sales mix to 30 percent direct sales, 40 percent agent-distributor, and 30 percent distributor-retailer?
B. How does the net marketing contribution and marketing ROI change if the business replaces the direct sales channel with the agent-distributor channel, with a sales mix of 60 percent agent-distributor and 40 percent distributor-retailer?
Marketing Channel Profitability (Figure 9-5)
A. How does the net marketing contribution and marketing ROI change if the business modifies its sales mix to 30 percent direct sales, 40 percent agent-distributor, and 30 percent distributor-retailer?
B. How does the net marketing contribution and marketing ROI change if the business replaces the direct sales channel with the agent-distributor channel, with a sales mix of 60 percent agent-distributor and 40 percent distributor-retailer?
Explanation
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Market-Based Management 6th Edition by Roger Best
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