经济评估

·单位盈亏平衡点

·固定成本/（售价—变动成本）。将固定的营销和促销成本加入计划内！

·平衡点与相关市场的关系

·回收期为多长？不包括沉没成本！

·目标是否合理？是否可以达到？

需要掌握的主要词语 (KEY MARKETING TAKEAWAYS)

The 7 Steps of Market Strategy Development:

Need Categories—All the possible uses of a product or service

The buying Process—The stages of making a purchase

Product Involvement—The importance of a product to the consumer

Segmentation Variables — ways to divide the population to find a profitable target

Relevant market—The portion of the market that is interested in your product

Product Life Cycle—The birth-to -death(and possibly rebirth)life cycle of a product

Perceptual Mapping — A multivariable picture of a product and its competitors

Channel Margin Mathematics — Each level in the distribution takes a margin of the selling price it charges to the next level of distribution.

The Marketing Mix of the 4P's — Product, place, promotion, and price

Distribution Strategies—Exclusive, selective, and mass market

Channel Power — Who in the distribution chain dictates the terms of the relationships

Advertising Measures —Reach, frequency, GRP, TRP, share of voice⋯Buy wisely.

Pricing Strategies —Cost plus, penetration, value pricing, skimming

Break Evens—The volume of sales needed to recover the fixed cost of a marketing plan