营销量化指标..docxVIP

部分指标英文名称指标中文名称解释公式2.Share of Hearts, Minds, and Markets情感份额心理份额市场份额Ch 1,2,3 of MM14Revenue Market Share销售额市场份额Unit Market Share销售量市场份额Relative Market Share相对市场份额Brand Development IndexCategory Development IndexDecomposition of Market ShareMarket Penetration市场渗透率Brand Penetration品牌渗透率Penetration Share品牌渗透份额Share of Requirements/ Share?of?Wallet?(SOW)钱包份额Heavy Usage Index重度使用指数Awareness知名度Top of Mind/ Top-of-mind awareness第一提及知名度Ad Awareness广告知名度Brand/Product KnowledgeConsumer BeliefsPurchase Intentions购买倾向Purchase HabitsLoyaltyLikeability偏好度Willingness to RecommendCustomer Satisfaction顾客满意度Net PromoterWillingness to Search3.Margins and Profits利润率和利润Ch 14 of MM14Unit Margin单位利润Margins利润率Channel MarginsAverage Price per UnitPrice per Statistical UnitVariable and Fixed Costs变动成本和固定成本Marketing SpendingContribution per UnitContribution Margin (%)Break-Even Sales Level盈亏平衡销售水平Target Volume目标销量Target Revenues目标收入4.Product and Portfolio Management产品和组合管理Ch 1213of MM14TrialRepeat VolumePenetration渗透Volume Projections销售量预测Year-on-Year Growth(annual growth)年增长率Compound Annual Growth Rate (CAGR)Cannibalization RateFair Share Draw RateBrand Equity MetricsConjoint UtilitiesSegment UtilitiesConjoint Utilities and Volume Projections5.Customer Profitability顾客获利性Ch 5 8of MM14Customers(customer counts)顾客(顾客数量)Recency消费时间间隔Retention Rate顾客保留率Customer Profit顾客利润Customer Lifetime Value顾客终身价值Prospect Lifetime ValueAverage Acquisition CostAverage Retention Cost6.Sales Force and Channel Management销售人员和渠道管理Ch 1516of MM14WorkloadSales Potential Forecast销售潜力预测Sales Goal销售目标Sales Force Effectiveness销售人员效果Compensation报酬Break-Even Number of EmployeesSales Funnel, Sales PipelineNumeric DistributionAll Commodity Volume(ACV)Product Category Volume(PCV)Total DistributionCategory Performance RatioOut of StockInventoriesMarkdownsDirect Product Profitability(DPP)Gross Margin Return on Inventory Investment(GMROII)7.Pricing Strategy定价策略Ch 14of MM14Price Premium价格溢价Reservation PricePercent Good ValuePrice E