人民大2026市场营销原理与实践英文版（第19版）课件ch-21-appendix2-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionAppendix2MarketingbytheNumbersCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectivesA.1Conductpricing,break-even,andmarginanalysis.A.2Estimatedemand,developaproformaandactualprofit-and-lossstatement,andcalculatevariousmarketingperformancemeasures.A.3Conductfinancialanalysesofmarketingtactics.

AppendixOverviewAnintroductiontomeasuringmarketingfinancialanalysisBuiltaroundahypotheticalmanufacturerofelectronicsproducts—WiseDomoticsThecompanyisintroducingadevicetocontrolsmartdevices---lighting,temperature,multimedia—athomeviatheinternetWiseDomotics’smarketingmanagersmustmakedecisionsbeforeandafterlaunch.

AppendixOrganization(1of3)Theappendixisorganizedintothreesections,andtheWiseDomoticsscenarioisusedineachsection:Pricing,Breakeven,andMarginAnalysiscoverspricingconsiderations,andbreak-evenandmarginanalysisassessmentsthatwillguidetheintroductionofWiseDomotics’snewproductlaunch.

AppendixOrganization(2of3)DemandEstimates,theMarketingBudget,and MarketingPerformanceMeasures.Discussionofestimatingmarketpotentialandcompanysales.Themarketingbudget,asseeninaproformaprofit-and-lossstatementfollowedbytheactualprofit-and-lossstatement.Discussionofmarketingperformancemeasures,tohelpmanagersdefenddecisionsfromafinancialperspective.

AppendixOrganization(3of3)FinancialAnalysisofMarketingTactics.Thefinalsectionanalyzesthefinancialimplicationsofvariousmarketingtactics,suchasIncreasingadvertisingexpendituresAddingsalesrepresentativestoincreasedistributionLoweringpriceorextendingtheproductline.

Pricing,Break-Even,andMarginAnalysis(1of3)PricingConsiderations:demandandcosts.DeterminingCostsFixedcostsdonotvarywithproductionorsalesVariablescostsvarywiththelevelofproductionTotalcostsaret