Essential Financial Concepts and Marketing Metrics

Take Home Quiz: Chapters 22 and 23 (SMM) 1. Describe in your own words. What is a break-even analysis (BEA)? What is it used for? How do you calculate it? Explain the difference between a BEA of a fixed-cost investment, a price cut, and variable-cost increase. 2. Describe in your own words. How do you calculate return on investment? How about return on marketing investment? Return on sales? When and why would you use each one? 3. Describe in your own words. How would you analyze the margins of your distribution members? What pieces of information do you need? 4. Describe in your own words. What are some important brand metrics? Give an example of how you would use these metrics. 5. Describe in your own words. What communication metrics would you use to judge whether or not your advertising campaign was successful? Explain what they are and how you would use them.