MARK4210 Class 2 Quantitative Analysis complete.ppt - Quantitative Analysis in Marketing MARK 4210 Prof Eugene R Raitt Spring 2020 1 Course Roadmap

MARK4210 Class 2 Quantitative Analysis complete.ppt -...

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Quantitative Analysis in Marketing MARK 4210 Prof. Eugene R. Raitt Spring 2020 1
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Situation Analysis (Customer, Competitor, Company) Market Selection (Segmentation, Targeting, Positioning) Marketing Mix Formulation (Product, Pricing, Distribution, Promotion) - Quantitative Analysis - Consumer Behavior Simulation Game PharmaSim Elements of Marketing Strategy Fundamentals Application Course Roadmap Course Roadmap MARK 4210 Prof. Eugene R. Raitt Spring 2020 2
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Today s Agenda Basic terminology and analyses Exercise MARK 4210 Prof. Eugene R. Raitt Spring 2020 3
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The Importance of Quantitative Analysis Marketing strategy = science + art Quantitative analysis forms a key part of the scientific aspect But you need good judgment to make the final decision Quantitative analysis is instrumental in making marketing decisions Quantify marketing mix variables Provide profit implications of different strategies Calculate breakeven requirements Calculate market share requirements MARK 4210 Prof. Eugene R. Raitt Spring 2020 4
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5 MARK 4210 Prof. Eugene R. Raitt Spring 2020 5
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Some Basic Terminology Fixed Costs Costs that remain constant over a range of activity regardless of the quantity produced MARK 4210 Prof. Eugene R. Raitt Spring 2020 6 Total Fixed Costs Quantity
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Some Basic Terminology Variable Costs Costs that can be directly attributed to each additional unit of production MARK 4210 Prof. Eugene R. Raitt Spring 2020 7 Quantity Total Variable Costs
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Examples
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