Marketing Metrics Exam 2 Review

Top Brands
Brand Equity
the added value a brand name gives to a product beyond the functional benefits provided
Brand Premium
Brand Contribution
Brand Equity Metrics
Brand Value
Brand Equity Models
provide a rationale and structure to the analysis and quantification of Brand Equity and Brand Valuation
Brand Elements
Brand Valuation
Role of Brand Index
Dimensions of Brand Activation
Penetration Metrics
Purpose
Strategies
Retail Pricing
The markup refers to how much should be added to the cost the retailer paid for a product to reach the final selling price. Retailers decide on the original markup, but by time product is sold they have the maintained markup
Price Elasticity of Demand
a measure of how much the quantity demanded of a good responds to a change in the price of that good, computed as the percentage change in quantity demanded divided by the percentage change in price
Markup Price
Target Return Price
(variable cost+ ( fixed cost / expected unit sales) * ( 1 + target return %))
Sales Price Variance
The difference between the actual revenue and budgeted selling price multiplied by the actual number of units sold
Markdown Goods Percentage
Price Premiums
Firms achieve and sustain differentiation advantages and attain above-average performance when their ___________________ exceed the extra costs incurred in being unique.
Optimal Price
is halfway between the maximum reservation price and the variable cost of the product
Residual Price Elasticity
Margins
Overall Margins
Profit Impact
(Unit Contribution * Units Sold) – Fixed Costs
Market Penetration Theory
Involves selling more of the existing products in current target markets