Wharton MKTG 101 – Marketing Math

Unit Contribution
Revenue per Unit – Variable Cost per Unit
Contribution Margin
Unit Contribution / Revenue per Unit
Break Even Volume
Fixed Costs / Unit Contribution
Profit
Revenue – Fixed Costs – Variable Costs
OR
(Unit Contribution * Units Sold) – Fixed Costs
Profit Margin
Profit / Revenue
Sales Revenue Market Share
Firm Sales / Total Market Sales
Volume Market Share
Firm Units Sold / Total Units Sold
Customer Market Share
Firm Customers / Total Market Customers
Customer Lifetime Value
Annual Profit per Customer * Years as a Customer
Annual Profit per Customer
Unit Contribution * Units per Customer per Year