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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 11
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.
Alternative Channel Profitability (Figure 9-24)
A. Using the "Analysis-Profit" column, how much is needed in marketing sales expenses to maintain a 20 percent market share and same level of net marketing contribution in the alternative channel?
B. Using the "Analysis-Share" column, how much market share is needed to produce the same net marketing contribution if the marketing and sales budget were 20 percent of sales in the alternative channel?
Alternative Channel Profitability (Figure 9-24)
A. Using the "Analysis-Profit" column, how much is needed in marketing sales expenses to maintain a 20 percent market share and same level of net marketing contribution in the alternative channel?
B. Using the "Analysis-Share" column, how much market share is needed to produce the same net marketing contribution if the marketing and sales budget were 20 percent of sales in the alternative channel?
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Market-Based Management 6th Edition by Roger Best
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