1customer retention
- customer life/1-1
- 1-1/customer life
- (customer retention-1)/1
2customer life
- 1-1/customer life
- 1/(1-customer retention)
- (customer retention-1)/1
3overall CLS
sum of all weighted loyalty score (% of customer * weighted loyalty score)
4Big Spenders- high potentials
repeat customers who buy at above-average levels and frequently purchase products;
5Underachievers- high potentials
customers who buy often, but make relatively small purchases
6misfits- nonprofits
offerings of business do not and will not meet customers' needs, help them leave as a customer
7percent margin
- price/cost
- (price-unit cost) X 100
- (price-unit cost)/price
- (price-unit cost)/cost
84 marketing P
- proudct+place+place=price
- product,promotion,people,profit
- proudct,place,promotion,price
- product,people,place,promotion
95 C
- Customer,competition,company,cost,context
- Customer,competition,company,collaborators,context
- Customer,cost,company,collaborators,context
- Customer,comunity,company,collaborators,context
10Marketing Return on Sales
operating profit / Sales Revenues x 100%
11sources of compeative advatage
- Operational efficiency, Cost, product leadership
- Customer Intimacy, Operational efficiency, brand
- Customer Intimacy, Quality, product leadership
- Customer Intimacy, Operational efficiency, Product leadership
12Customer Intimacy
- customers prefered brand
- build that relationship with the customer
- customer satifaction
- the quality of service
13Operational efficiency
- Increasing the selling price of a product
- how much resourses the bussiness consumes
- make a better service
- how fast the service is
142. How do companies develop a competitive advantage?
- Recoursces+ marketing
- cost+capabilites
- Resources +Capabilities
- asset+capabilities
15Resources
- cash on hand
- hard and soft assets
- hard assets only
- soft assest like brand loyatly
16Capabilities
- what we can do
- how fast we can turn a profit
- what we do well/turn resources into
- assets that make goods
17marketing myopia
focusing only on competitors with silimar products
18what is scope
- boundaries of product
- what you want it to be
- price of product
- the idea of it
19what is a mission?
- who we are
- what are goal is
- what we want to be
- what are plan is
20what is a vision?
- who we are
- what we want to be
- what are goals is
- what are plan is
21what feild did marketing come from?
- accounting
- economics
- psychology
- finance
22first era of marketing
- Production and Distribution
- sales
- relationships
- marketing
23what sets era 1 and 2 apart from 3 and 4
- Strong emphasis on understanding markets and their operations
- strong emphasis on relationship building
- storng emphasis on what the markets needs
- strong emphasis on understand their operations
24What are the four eras of marketing
- Relationships, production, sales, adertising
- Marketing,sales,production and distribution, advertising
- Sales, marketing relationships, advertsing
- Production and Distribution, marketing,sales, relationships
25::Which approach in Era 1 focused on a particular product category?
- Functional approach
- Marketing mix
- Institutional approach
- Commodity approach
26::What key idea emerged in Era 3 to analyze and plan marketing actions?
- AI-driven campaigns
- Social marketing
- Marketing management
- Marketing myopia
27::Which era emphasized services and experiences as bigger parts of the economy?
- Sales era
- Marketing era
- Production era
- Relationships era
28::What is one factor that gave rise to the new golden age of marketing?
Rise of social media and gaming
29What was the original golden age of marketing known for?
Selling and brand image development
30Which of the following is an example of marketing as an art?
Creating emotional brand stories
31Which of the following shows marketing as a science?
Data-driven research decisions::
32What is a key question for future eras of marketing?
How to harness technologies to add unique value::
33Which concept from Era 3 refers to dividing the market into distinct customer groups?
Market segmentation
34What is the Golden Circle according to Simon Sinek?
It is a model that explains why some organizations inspire by starting with why, then how, then what.
35Why does Sinek believe Apple stands out?
Because Apple communicates its purpose and beliefs first, not just its products.
36What key phrase does Sinek repeat to emphasize the importance of purpose?
;;People don’t buy what you do, they buy why you do it.
37What was the main difference between Langley and the Wright brothers?
;The Wright brothers were driven by purpose, while Langley was motivated by fame and money.
38How does Sinek use the diffusion of innovations theory?
He explains that innovators and early adopters embrace purpose-driven products first, influencing the majority.
39What is strategy in the context of marketing?
A long-term plan to fulfill a company’s purpose while meeting customer needs.
40What is the strategic sweet spot?
The overlap between a company’s core capabilities and its customers’ needs.
41What are the core elements of marketing strategy?
Segmentation, targeting, positioning, and go-to-market strategy.
42What is Apple’s core marketing strategy?
To create products and experiences that reflect its belief in challenging the status quo and thinking differently.
43What is the relationship between purpose and strategy?
Purpose is the why, and strategy is the plan to achieve that why while delivering customer value.
44What key elements are reviewed in a company analysis?
Mission and vision, current marketing program, product assortment, distribution, promotion, pricing, and financial performance
45What resources are assessed in internal analysis?
Current and anticipated resources and organizational culture issues
46What does customer analysis focus on?
Understanding needs, wants, and motivations of individual and group decision making
47What is the purpose of PESTEL analysis in context evaluation?
To monitor the external environment, predict disruptors, and recognize dynamic contextual forces
48Who are considered collaborators in the 5 Cs framework?
Suppliers, distributors, customers, alliances, and clusters
49What are direct brand competitors?
Companies offering similar products with similar features and prices to the same customers
50What are product competitors?
Firms in the same product class with different features, benefits, and price points
51What is a SWOT analysis used for?
Identifying strengths, weaknesses, opportunities, and threats to guide strategic decisions
52What is a common difficulty in SWOT analysis?
Distinguishing internal vs. external issues and opportunities vs. strategic alternatives
53What is the hierarchy of statements in goal setting?
Mission, Vision, Values, Goals, Objectives
54What are goals in marketing planning?
Broad, simple statements of what an organization wants to accomplish
55What are objectives in marketing planning?
Specific, time-oriented performance targets used to evaluate success
56What are the four main areas where goals and objectives are set?
Production/products, markets/customers, performance/financial, societal considerations
57What is the triple bottom line?
A balance of people, planet, and profits, also known as ESG (environment, social, governance)
58What is the difference between markup and margin?
Markup is based on cost, while margin is based on revenue after costs
59How is margin calculated?
Margin = (Price – Variable Cost) / Price
60How is markup calculated?
Markup = (Price – Cost of Goods Sold) / Cost of Goods Sold
61What is the break-even point?
The point where total revenue equals total costs, covering all fixed costs
62How is break-even in units calculated?
Fixed Costs/Dollar Margin per Unit
63What does ROMI stand for?
Return on Marketing Investment
64How is ROMI calculated?
Net Profit/ Incremental Marketing Costs
65How is market share calculated?
Company sales divided by total market sales, in either revenue or units
66What is a key caveat when using market share as a KPI?
High market share may not equal high profitability and can lead to unhealthy competition
67How is customer acquisition cost calculated?
Customer acquisition cost = Marketing tactic expenses ÷ New customers acquired
68What is the difference between organic CAC and paid CAC?
Organic CAC measures customers gained through unpaid channels, while paid CAC measures customers gained through paid marketing channels
69Why should companies track customer acquisition costs?
To improve efficiency, attract valuable customers, aid financial planning, and increase investor confidence
70What factors influence customer acquisition costs?
Industry dynamics, marketing channels, competition level, and target audience characteristics
71What does CAC stand for in marketing metrics?
Customer Acquisition Cost
72Why is understanding marketing performance measures important?
Because single metrics are short-term indicators and cannot fully explain overall market performance
73What are common metrics for analyzing pricing performance?
Profit, margins, and ROMI (Return on Marketing Investment)
74What are common ways to measure retail channel performance?
Availability, inventory levels, and sales performance at the retail level
75What are common ways to measure product performance in the marketing mix?
Product quality, sales volume, and customer satisfaction
76Why are objectives and key results (OKRs) important in marketing?
They provide clear goals, guide strategy, and measure progress toward performance targets
77ROMI
(Generated Revenue from Marketing Efforts − Cost of Marke ng Efforts) / Cost of
Marketing Efforts X 100