2022年营销量化指标 .pdf

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1、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 情感份额心理份额市场份额Ch1,2,3of MM14Revenue Market Share 销售额市场份额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

2、 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 Purchase Intentions 购买倾向Purchase Habits Loyalty Likeability 偏好度Willingness to Recommend Customer Satisfa

3、ction 顾客满意度Net Promoter Willingness to Search 名师资料总结-精品资料欢迎下载-名师精心整理-第 1 页，共 5 页 -3.Margins and Profits 利润率和利润Ch 14 of MM14Unit Margin 单位利润Margins 利润率Channel Margins Average Priceper Unit PriceperStatisticalUnit VariableandFixed Costs 变动成本和固定成本MarketingSpending ContributionperUnit ContributionMargin

4、(%)Break-EvenSalesLevel 盈亏平衡销售水平TargetVolume 目标销量TargetRevenues 目标收入4.Product and Portfolio Management 产品和组合管理Ch 12&13of MM14Trial 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 Bran

5、d 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 消费时间间隔名师资料总结-精品资料欢迎下载-名师精心整理-第 2 页，共 5 页 -Ch5&8of MM14Retention Rate 顾客保留率Customer Profit 顾客利润Customer Lifetime Value 顾客终身价值ProspectL

6、ifetime Value AverageAcquisition Cost AverageRetention Cost 6.Sales Force and Channel Management 销售人员和渠道管理Ch 15&16of MM14Workload 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 Distributi

7、on 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 MM14PricePremium 价格溢价ReservationPrice PercentGoo

8、d Value 名师资料总结-精品资料欢迎下载-名师精心整理-第 3 页，共 5 页 -PriceElasticity of Demand 价格需求弹性OptimalPrice 最优价格ResidualElasticity 8.Promotion 促销Ch 18of MM14Baseline Sales Incremental Sales/Promotion Lift Redemption Rates Costs for Coupons and Rebates Percentage Sales with Coupon Percent Sales on Deal Pass-Through Pri

9、ce Waterfall 9.Advertising Media and Web Metrics广告媒体和网络量化Ch 17&19of MM14Impressions/Exposure 曝光量Gross Rating Points(GRPs)毛评点Cost per Thousand Impressions(CPM)Net Reach Average Frequency Frequency ResponseFunctions Effective Reach 有效到达率Effective Frequency Share of Voice Pageviews Rich Media Display T

10、ime Rich Media Interaction Rate Clickthrough Rate Cost per Click Cost per Order 名师资料总结-精品资料欢迎下载-名师精心整理-第 4 页，共 5 页 -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 MM14Net Profit 净利润Return on Sales

11、(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 Present Value(NPV)净现值Internal Rate of Return(IRR)Return on Marketing Investment(ROMI);Revenue 营销投资回报率共 44个名师资料总结-精品资料欢迎下载-名师精心整理-第 5 页，共 5 页 -