Feb 032016
 
Multi-Attribute Attitude Model: Excel Template

Measuring Consumer Attitudes A brand’s ability to measure consumer attitudes provides a very helpful insight into what is driving consumer behavior. Generally a consumer’s attitude towards the various brands in the marketplace has a significant influence over their purchase and word-of-mouth actions. Positive attitudes will lead to positive behavior. But Read full article…

May 202015
 
Advertising awareness and recall metrics

Advertising awareness metrics In addition to measuring brand awareness, firms will often look to measure advertising awareness through a similar/same survey of the target market. This would be an extension of the questionnaire discussed in the article on brand awareness metrics. There are four main advertising awareness metrics that can Read full article…

May 202015
 
Relative market shares

What is relative market share? Relative market share is a marketing metric used to compare the firm’s market share to the largest competitor in the market. When calculating relative market share, the market leader’s market share is used as the benchmark. The formula for relative market share is: % Market Read full article…

Aug 262014
 

  Marketing strategy is designed to deliver short-term financial and marketing goals and to build and strengthen the firm’s competitive advantages over time. A firm that has significant competitive advantages will enjoy greater profitability and stability of performance. Difference between short and long-term marketing goals Marketing strategy is expected to Read full article…

Aug 072014
 

  This website has a free Excel spreadsheet template that can enable to quickly calculate customer lifetime value for your university assignment or for your firm. Go here to download the customer lifetime value template. There are also step by step instructions on the spreadsheet as well as on website Read full article…