Marketing Final Prep Sheet.docx - Marketing metrics...

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“Marketing metrics” Differences between financial and marketing metrics. Basic components of “net marketing contribution,” and how it is used. Distinguish among potential markets, available markets and target markets. Calculate market share and market penetration. Shaping the value proposition: positioning Ways positioning is used by marketers, and how the market is the ultimate positioning decider. Positioning maps and how used. Two-step process for competition-based positioning (first, establish the category to which your product belongs…then differentiate your product from the competition). Creating a basic positioning statement Managing the Value Proposition: Product, Services and the Power of Branding Article: “Design Thinking” (with focus on the three spaces Tim Brown says design projects must pass through) Boston Consulting Group Matrix…its role and limitations. Spotty validity Star = Exciting but challenged by cash flow; difficult to bootstrap Cash cow – Used to fund stars and ?s ? = Questionable, try to turn into Star Dogs = the losers; cut back Characteristics that distinguish services from tangible goods. Intangibility - More emphasis on an experience, less emphasis on what the senses detect. Inseparability - Ongoing linkage among the service provider, the customer, and other involved customers. Heterogeneity - Variation in consistency among service transactions. Perishability - Unable to save and sell at a later time. Differentiate between product line width (or “breadth”) and product line depth. New product adoption curve (also known as the diffusion of innovation curve) Steps in a standard new product development process (pages 108-113 in book).
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