Introduction : Marketing Performance Tools

Instructions:

Click in chapter number or title to go to that marketing performance tool set.
To view chapter marketing performance tool set, click on .
Click on any given tool to go directly to that marketing performance tool.

	Chapter		Chapter Title

	1		Customer Focus and Managing Customer Loyalty 1.1 Customer Satisfaction 1.2 Customer Retention 1.3 Lifetime Value of a Customer 1.4 Customer Loyalty
	2		Marketing Performance and Marketing Profitability 2.1 Product-Focused Marketing Profitability 2.2 Market-Focused Marketing Profitability 2.3 Marketing Profitability Metrics 2.4 Benchmarking Marketing Profitability Metrics
	3		Market Potential, Market Demand and Market Share 3.1 Market Potential and Market Development Index 3.2 Forecasting Sales 3.3 Market Share Management 3.4 Product Life-Cycle Profits
	4		The Customer Experience and Value Creation 4.1 Economic Value Analysis 4.2 Customer Value Analysis 4.3 Transaction Value Analysis
	5		Market Segmentation and Segmentation Strategies 5.1 Needs-Based Segmentation 5.2 Segmentation Identification (Consumer Market) 5.3 Segmentation Identification (Business Market) 5.4 Segment Profitability 5.5 Segment Acid Test 5.6 Customer Relationship Management
	6		Competitor Analysis and Sources of Advantage 6.1 Cost Advantage 6.2 Differentiation Advantage 6.3 Marketing Advantage 6.4 Industry Attractiveness
	7		Product Position, Branding and Product Line Strategies 7.1 Brand Equity 7.2 Product Line Substitution 7.3 Product Line Scale
	8		Value Pricing and Pricing Strategies 8.1 Value In-Use Pricing 8.2 Perceived Value Pricing 8.3 Performance-Based Pricing 8.4 Price-Volume Pricing 8.5 Product Line Pricing
	9		Marketing Channels and Channel Mapping 9.1 Channel Mapping and Pocket Price 9.2 Marketing Channel Profitability 9.3 Alternative Channel Profitability
	10		Marketing Communications and Customer Response 10.1 Marketing Communications and Customer Response 10.2 Estimating Advertising Elasticity 10.3 Estimating the Advertising Carryover Effect
	11		Portfolio Analysis and Strategic Market Planning 11.1 Product Life-Cycle Portfolio 11.2 Market Development-Share Development Portfolio 11.3 GE/McKinsey Portfolio
	12		Offensive Strategies 12.1 Core Strategy I - Grow in Existing Markets 12.2 Core Strategy II - Improve Margins 12.3 Core Strategy III - Diversified Growth
	13		Defensive Strategies 13.1 Core Strategy I - Protect Position 13.2 Core Strategy II - Optimize Position 13.3 Core Strategy III - Monitize, Harvest or Divest
	14		Building a Marketing Plan 14.1 Marketing Plan Using a Dollar Metric 14.2 Marketing Plan Using a Customer Metric 14.3 Marketing Plan Using a Unit Metric
	15		Performance Metrics and Strategy Implementation 15.1 Variance Analysis - Market Demand and Market Share 15.2 Variance Analysis - Revenue and Cost Per Customer 15.3 Variance Analysis - Marketing Expenses
	16		Market-Based Management and Financial Performance 16.1 Market Demand and Market Share 16.2 Percent Margin and Marketing Expenses 16.3 Asset Management and Invested Capital

NOTE: Each Marketing Performance Tool includes the data presented in the chapter Application Exercise to help in answering the Application Exercise Questions. Each Marketing Performance Tool can also be re-initialized with your own data to evaluate the marketing performance of another business or business situation.