营销量化指标
部分指标英文名称指标中文名称解释公式
2.Share of Hearts, Minds, and Markets
情感份额
心理份额
我把党来比母亲市场份额
Ch1,2,3of MM14
Revenue Market Share 销售额市场份额戚风纸杯蛋糕
小米6重量
Unit Market Share 销售量市场份额
Relative Market Share 相对市场份额
Brand Development Index
Category Development Index
Decomposition of Market Share
Market Penetration 市场渗透率
Brand Penetration 品牌渗透率
Penetration Share 品牌渗透份额
Share of
Requirements/Share of Wallet (SOW)
钱包份额Heavy Usage Index 重度使用指数Awareness 知名度
Top of Mind
/Top-of-mind awareness
第一提及知名度Ad Awareness 广告知名度Brand/Product Knowledge
Consumer Beliefs
禹王宫Purcha Intentions 购买倾向
Purcha Habits
Loyalty
Likeability 偏好度Willingness to Recommend
Customer Satisfaction 顾客满意度Net Promoter
Willingness to Search
3.Margins and
Profits
利润率和利润Ch 14 of MM14
Unit Margin 单位利润
Margins 利润率Channel Margins
Average Priceper Unit
PriceperStatisticalUnit
作文题目大全集VariableandFixed Costs 变动成本和固定成本MarketingSpending
ContributionperUnit
ContributionMargin (%)
Break-EvenSalesLevel 盈亏平衡销售水平TargetVolume 目标销量
TargetRevenues 目标收入幼儿园小朋友自我介绍
警民关系4.Product and
Portfolio Management 产品和组合管理Ch 12&13of MM14
Trial
Repeat Volume
Penetration 渗透Volume Projections 销售量预测Year-on-Year Growth(annual growth) 年增长率Compound Annual Growth Rate (CAGR)
Cannibalization Rate
Fair Share Draw Rate
Brand Equity Metrics
Conjoint Utilities
Segment Utilities
Conjoint Utilities andVolume Projections
5.Customer Profitability 顾客获利性Customers(customer counts) 顾客(顾客数量) Recency 消费时间间隔
Ch5& 8of MM14Retention Rate 顾客保留率
Customer Profit 顾客利润
Customer Lifetime Value 顾客终身价值
ProspectLifetime Value
AverageAcquisition Cost
AverageRetention Cost
6.Sales Force and Channel Management 销售人员和渠道
管理
Ch 15&16of MM14
Workload
Sales Potential Forecast 销售潜力预测Sales Goal 销售目标Sales Force Effectiveness 销售人员效果Compensation 报酬Break-Even Number of Employees
Sales Funnel, Sales Pipeline
Numeric Distribution
All Commodity Volume(ACV)
Product Category Volume(PCV)
Total Distribution
Category Performance Ratio
Out of Stock
Inventories
Markdowns
Direct Product Profitability(DPP)
Gross Margin Return on Inventory
Investment(GMROII)
7.Pricing Strategy 定价策略Ch 14of MM14
PricePremium 价格溢价RervationPrice
PercentGood Value
PriceElasticity of Demand 价格需求弹性OptimalPrice 最优价格
ResidualElasticity
8.Promotion
促销
Ch 18of MM14
Baline Sales Incremental Sales/Promotion Lift Redemption Rates Costs for Coupons and Rebates Percentage Sales with Coupon Percent Sales on Deal
Pass-Through
Price Waterfall
9.Advertising Media and Web Metrics
广告媒体和网
络量化
Ch 17&19of MM14
Impressions/Exposure 曝光量Gross Rating Points (GRPs) 毛评点Cost per Thousand Impressions (CPM)
Net Reach
Average Frequency
Frequency ResponFunctions
Effective Reach 有效到达率
Effective Frequency
Share of Voice
Pageviews
Rich Media Display Time
Rich Media Interaction Rate
Clickthrough Rate
Cost per Click
Cost per Order
Cost per Customer Acquired
Visits
Visitors
Abandonment Rate
Bounce Rate Friends/Followers/Supporters
Downloads
10.Marketing and Finance 营销与财务Ch 10&11of MM14
Net Profit 净利润
Return on Sales (ROS) 销售回报率Earnings Before Interest, Taxes,
Depreciation, and Amortization
(EBITDA)
Return on Investment (ROI) 投资回报率Economic Profit(aka EVA, Economic
ValueAdded)
经济利润
Payback
Net Prent Value (NPV) 净现值
Internal Rate of Return (IRR)
Return on Marketing
柔软的反义词是什么
Investment (ROMI); Revenue
营销投资回报率
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