The metric that is often used to measure the success of a program is the brand or product’s market share. It is often viewed as a measure of whether we are gaining ground in the marketplace. It is also commonly used as a measure of a brand’s strength and “staying power,” as brands with low or dwindling market shares find it difficult to maintain their position with the distributors. It is also common to want to know how we are doing relative to competition, and market share, more than mere profitability captures this. It is possible to have a profitable product and to be losing position to a competitor that is gaining share and maybe even making more money. So, profits alone are not enough and may even be misleading. Share can be measured in many different forms, most commonly in share of revenue or share of units. In addition, once customers try the product or service, we aspire to keep them coming back. As such, perhaps the metric most commonly measured is that of customer satisfaction. This ebook will help readers understanding these and similar related metrics to determine where we stand in the customer’s hearts, minds, and purchase cycle.
About the Authors xiii
Chapter 1: Introduction 1
Chapter 2: Share of Hearts, Minds, and Markets 11
Chapter 3: Margins and Profits 45
Chapter 4: Product and Portfolio Management 89
Chapter 5: Customer Profitability 129
Chapter 6: Sales Force and Channel Management 157
Chapter 7: Pricing Strategy 195
Chapter 8: Promotion 239
Chapter 9: Advertising Media and Web Metrics 263
Chapter 10: Marketing and Finance 305
Chapter 11: The Marketing Metrics X-Ray 323
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