Marketing Mix Multiple Choice Review Questions: VIDEO
20 MCQ’s for the PLACE Mix 20 MCQ’s for the PRICE Mix Also see the Marketing Trivia Quiz
Videos
Make the PLC: A Free Excel Template
The product life cycle template for Excel – available for free download Often students want to graph multiple products onto the product life cycle using an Excel spreadsheet or some other charting approach. Perhaps surprisingly, this is sometimes awkward to produce easily, given the focus on the Excel spreadsheet to produce graphs rather than images. … Read more…
How to decompose market share: VIDEO
Market share can be decomposed into three components, namely: Penetration Share Share of Customer Usage Index The following video explains how these three components work together to calculate overall market share.
Videos on CLV
There are five CLV videos available here: Using the free Excel CLV template (available for download on this site) A step-by-step guide to the CLV formula and calculation Using Excel to calculate CLV (without the above template) A guide to understanding discount rates An overview of financial metrics for marketing
How to create a BCG matrix in Excel (video)
In this video, you will learn how to make a BCG matrix on Excel from start to finish. If you are new to Excel, please note that there is a free Excel template available for download on this website that automates the process for you.
Calculating customer lifetime value on a step-by-step basis
Customer lifetime value is often called marketing’s golden metric. Certainly in most service industries, customer lifetime value would be a very important marketing metric. Customer lifetime value can be calculated quite simply at times, with a ballpark estimate. This may be appropriate for quick calculations and for general comments within a meeting, but is not … Read more…
A perceptual map maker
Why create a perceptual map from scratch? Perceptual maps are often quite difficult to format, so take advantage of the free perceptual map template that I have built for Microsoft Excel. It is quick and easy to use – ideal if you need to analyze multiple perceptual maps the same time. Here is the … Read more…
Make a Perceptual Map using Microsoft Excel
Perceptual mapping is a key analytical tool in understanding market positioning. While the best piece of software to use to construct a perceptual map is Microsoft Excel, the structuring of the graph is sometimes a little bit tricky. Either a bubble chart for a scatter chart is the most appropriate chart type in Microsoft Excel … Read more…
National Australia Bank Repositioning Case Study
NAB’s Repositioning in the Australian Banking Market This video highlights a major campaign undertaken by the National Australia Bank (NAB). As you will see, this is probably one of the best executed campaigns that you will see, given that it uses so many different communication tools and its core message was effectively communicated in … Read more…
