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Document Description |
Excel Sheet |
S1. Variance Analysis measures the difference between the actual and
expected performance of business processes, so that a marketer can make
needed improvements in planning and implementation.
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S2. Margin Analysis explains and computes margins, mark-ups and mark-downs
in supply-chains and distribution channels. Marketers MUST be able to understand
these terms and compute these metrics.
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S3. Price Change Analysis calculates the amount that sales volume must change in
order to match the effect of a product's price increase or decrease on its total
dollar contribution to fixed costs and profit.
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S4. Price Setting Analysis enables a marketer to compute the target market share and
sales needed to achieve the required return on investment or dollar profit goal, given
the cost structure and proposed price.
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S5. Product-line Analysis shows the effect of adding a new product on growing the
entire market, on competitors' market share and on the market share and profitability
of existing company products.
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S6. Marketing Mix Value Analysis teaches present value analysis and
how to calculate the shareholder value creation (capital creation)
potential of various elements of the market mix.
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S7 Customer and Salesperson Present Value Analysis Teaching Goal: Learn what is involved in calculating the present value and capital creation potential of a customer. Learn the importance of customer retention in determining customer profitability. Also how to evaluate whether adding a new salesperson would create or destroy capital.
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S8. Relationship Analysis explains the use of correlation analysis and
graphing in relating one marketing metric to another, such as product
differentiation and profitability, or advertising frequency and sales.
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