Category: Videos
Marketing Trivia Quiz
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 … 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
How to create a BCG matrix in Excel (video)
In these two videos, learn how to make a BCG matrix on Excel from start to finish. Alternatively there is a free Excel template available for download on another of my sites 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 … 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 – … 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 … 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 … Read more...
How to make a bubble chart in Excel
Making a bubble chart in Excel is ideal for making perceptual maps to demonstrate positioning.
There are three ways to make a bubble chart in Excel, as shown the below video “How to make a bubble chart in Excel”.… Read more...
Using the free Customer Lifetime Value (CLV) template – VIDEO
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 … Read more...
The difference between advertising and integrated marketing communications
When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was … Read more...
Video example of the promotional era
The difference between the marketing concept and the promotional era
In a number of marketing textbooks, one of the topics that they address in chapter 1 is the discussion of different marketing philosophies or concepts – which some marketing … Read more...
Different Execution of a Communication Message
What is meant by “execution” in an advertising sense?
In advertising and communication programs, one of the challenges is to execute a good creative idea.
Marketing students sometimes have difficultly understanding how an idea may or may not be … Read more...
Positioning Example: Banks versus Credit Unions
A Good Example for Understanding Positioning
Positioning is how the firm or brand wants to be perceived by consumers relative to its competitors. It is a very important topic in the study of marketing and usually forms the basis … Read more...