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Figure 1.1 Marketing Metrics: Marketing at the Core of the Organization
From Marketing Metrics: The Manager's Guide to Measuring Marketing Performance, 3/e by Paul Farris, Neil Bendle, Phillip E. Pfeifer and David J.
Reibstein (0134085965) Copyright © 2016 Pearson Education, Inc. All rights reserved.

Figure 2.1 The BCG Matrix

Figure 2.2 Awareness, Attitudes, and Usage: Hierarchy of Effects

Figure 2.3 Ratings

Figure 2.4 A Typical Five-Point Scale

Figure 2.5 Hotel Customer Survey Response

Figure 3.1 Example of a Distribution Channel

Figure 3.2 Customer Relationships

Figure 3.3 Fixed and Variable Costs

Figure 3.4 Total Cost Consists of Fixed and Variable Costs

Figure 3.5 Total Cost per Unit Falls with Volume (Typical Assumptions)

Figure 3.6 At Break-Even, Total Costs = Total Revenues

Figure 4.1 Schematic of Simulated Test Market Volume Projection

Figure 4.2 Time Horizon Influences Perceived Results

Figure 4.3 Brand Equity—Outward Shift of Demand Curve

Figure 4.4 Young & Rubicam Brand Asset Valuator Patterns of Brand Equity

Figure 5.1 Customer Profitability by Decile

Figure 5.2 The Whale Curve

Figure 6.1 Sales Resulting from Calls to Customers

Figure 6.2 Sales Force Funnel

Figure 7.1 Maximum Willing to Buy and Maximum Reservation Price

Figure 7.2 Simple Linear Demand (Price-Quantity) Function

Figure 7.3 Example of Linear Demand Function

Figure 7.4 Linear Demand Function

Figure 7.5 Constant Elasticity

Figure 7.6 Optimal Price Midway Between Variable Cost and MRP

Figure 7.7 Linear Demand Functions with the Same MRP and Variable Cost

Figure 7.8 Two Segments Form Demand

Figure 7.9 Residual Price Elasticity

Figure 7.10 Prisoner’s Dilemma Pay-off Grid

Figure 7.11 Pay-off Grid with Arrows Representing Preferences for Prisoners

Figure 7.12 Pay-off Grid with Expected Values (Values Are in the Millions of Dollars)

Figure 7.13 Pay-off Grid with Expected Values and Preference Arrows
(Contribution Values Are in the Millions of Dollars)

Figure 8.1 Monthly Sales Patterns

Figure 8.2 Downward Spiral—Promotional Effectiveness

Figure 8.3 Successful Promotion with Long-Term Benefits

Figure 9.1 Venn Diagram Illustration of Net Reach

Figure 9.2 Illustration of Cumulative Advertising Effectiveness

Figure 10.1 Clickthrough Process

Figure 10.2 The Order Acquisition Process

Figure 10.3 Relationship of Hits to Pageviews to Visits to Visitors

Figure 10.4 Example of Online Newspaper Visitor

Figure 10.5 A Clickstream Documented

Figure 11.1 Profits = Revenues Less Costs

Figure 11.2 EVA Is After-Tax Profit Minus a Charge for Capital Usage

Figure 11.3 Evaluating the Return to Marketing

Figure 12.1 Prestige Luggage: Marketing Management Dashboard

Figure 13.1 An Extended DuPont Model (adapted from http://www.12manage.com/
methods_dupont_model.html)

Figure 13.2 A Sales Model

Figure 13.3 Empirical Relationships between Marketing Decisions and Objectives

Figure 13.4 Empirical Relationship with Components of Marketing Outcomes

Figure 13.5 Simulated Test Markets Combine Empirical and Identity Relationships

Figure 13.6 Empirical Relationship with Marketing Components
and Intermediate Metrics and Constructs

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