Principles of Marketing (16th Edition)
16th Edition
ISBN: 9780133795028
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
expand_more
expand_more
format_list_bulleted
Concept explainers
Question
Chapter 2, Problem 2.13MA
Summary Introduction
Case summary:
Company MD has profits of more than $6 billion on sales of $28 billion and Company BK has profits of $234 million on sales of $1.1 billion.
Characters in case:
- Company MD and Company BK
Net profit margin is the amount left after the deduction of all expenses, interest, and
Net marketing contribution is calculated to determine whether the marketing strategy is available to cover the cost which is associated with the company’s sales and marketing.
Return on marketing investment refers to the overall performance of the campaign of the market.
Market return on sales is determined to calculate the difference between the two companies.
Expert Solution & Answer
Want to see the full answer?
Check out a sample textbook solution
Students have asked these similar questions
What are the two types of monetary formats supported by Excel, and what are the specifics of each?
What does the Find and Replace command in Excel do, and why would you use it? Name the steps in using the command if you wanted to replace all occurrences of the word “peaches” with the word “pears.”
Discuss the importance of aligning a company's purpose with inbound principles. How does this alignment impact marketing strategies? Draft this section for Kroger.
Chapter 2 Solutions
Principles of Marketing (16th Edition)
Knowledge Booster
Learn more about
Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, marketing and related others by exploring similar questions and additional content below.Similar questions
- Marketing strategy in ways marketing plans differ at various levels in an organization.arrow_forwardFor your initial post this week, please answer all of the following in your initial post: Reflect and consider innovative products new to the market. Provide an example of a new product you have purchased recently that you would consider innovative. What value did the product's development bring to the organization and customers? Why is innovation in markets important?arrow_forwardDiscuss the importance of aligning a company's purpose with inbound principles. How does this alignment impact marketing strategies? Draft this section for your project client.arrow_forward
- Please provide answerarrow_forwardWhat steps must a business take to implement a program of social responsibility? Provide an example of a business who has done so.arrow_forwardA service that I use often is Apple music, which is a subscription-based music streaming service. It allows users to stream millions of songs from artist all over the world. Apple music targets music enthusiasts who prioritize having access to vast music library and high-quality audio. Apple Music also targets students and young adults who are looking for affordable and on demand music streaming options. I believe the younger adults offer the most capacity for growth because a lot of the music today is created for the younger adults this is why apple music offers a student plan targeting the younger demographic. Spotify is Apple Music's biggest competitor, and it holds a much greater market share than Apple Music. Apple Music is very appealing to Apple users, so I believe as apple users increase so will the popularity of this service. Propose one primary research opportunity this summary could use to fill in the gaps of this research with justification.arrow_forward
- Nivea is the product I use most frequently. Nivea's primary market segment consists of young adults (18–35 years old) of both sexes. The company focuses on the middle class with an emphasis on affordability, but it also expands to a more family-oriented audience by offering products that cater to various age groups and gender-specific needs. In their marketing campaigns, Nivea frequently emphasizes themes of family, care, and trust. Repeat Customers: Nivea aims to attract customers who regularly buy skincare products or who are already brand loyal. To promote recurring business, the brand frequently provides loyalty benefits or subscription services. Young adults (18–35) of both sexes, especially those interested in skincare issues like acne, sun protection, and anti-aging, as well as men seeking specialized grooming products, are likely to be Nivea's most promising target segments for growth and profit. This is because this demographic is very interested in personal care, frequently…arrow_forwardNivea is the product I use most frequently. Nivea's primary market segment consists of young adults (18–35 years old) of both sexes. The company focuses on the middle class with an emphasis on affordability, but it also expands to a more family-oriented audience by offering products that cater to various age groups and gender-specific needs. In their marketing campaigns, Nivea frequently emphasizes themes of family, care, and trust. Repeat Customers: Nivea aims to attract customers who regularly buy skincare products or who are already brand loyal. To promote recurring business, the brand frequently provides loyalty benefits or subscription services. Young adults (18–35) of both sexes, especially those interested in skincare issues like acne, sun protection, and anti-aging, as well as men seeking specialized grooming products, are likely to be Nivea's most promising target segments for growth and profit. This is because this demographic is very interested in personal care, frequently…arrow_forwardIn the Hair weave business, Which customer market segments (groups) are being targeted? How does the marketing of the product target customers based on their behaviors? Which groups of targeted segments do you believe offer the most capacity for growth and profit and why? What competition is the hair weave business facing in these most valuable segments?arrow_forward
- In the Hair weave business, Which customer market segments (groups) are being targeted? How does the marketing of the product target customers based on their behaviors? Which groups of targeted segments do you believe offer the most capacity for growth and profit and why? What competition is the hair weave business facing in these most valuable segments?arrow_forwardIn the Hair salon business, Which customer market segments (groups) are being targeted? How does the marketing of the service target customers based on their behaviors? Which groups of targeted segments do you believe offer the most capacity for growth and profit and why? What competition is the hair salon facing in these most valuable segments?arrow_forwardHow helpful did you find using ChatGPT to conduct the stakeholder analysis? How would you verify and modify the results generated by ChatGPT before presenting the information to the organization?arrow_forward
arrow_back_ios
SEE MORE QUESTIONS
arrow_forward_ios
Recommended textbooks for you
Principles Of MarketingMarketingISBN:9780134492513Author:Kotler, Philip, Armstrong, Gary (gary M.)Publisher:Pearson Higher Education,
MarketingMarketingISBN:9781259924040Author:Roger A. Kerin, Steven W. HartleyPublisher:McGraw-Hill Education
Foundations of Business (MindTap Course List)MarketingISBN:9781337386920Author:William M. Pride, Robert J. Hughes, Jack R. KapoorPublisher:Cengage Learning
Marketing: An Introduction (13th Edition)MarketingISBN:9780134149530Author:Gary Armstrong, Philip KotlerPublisher:PEARSON
Contemporary MarketingMarketingISBN:9780357033777Author:Louis E. Boone, David L. KurtzPublisher:Cengage Learning
Principles Of Marketing
Marketing
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Pearson Higher Education,
Marketing
Marketing
ISBN:9781259924040
Author:Roger A. Kerin, Steven W. Hartley
Publisher:McGraw-Hill Education
Foundations of Business (MindTap Course List)
Marketing
ISBN:9781337386920
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning
Marketing: An Introduction (13th Edition)
Marketing
ISBN:9780134149530
Author:Gary Armstrong, Philip Kotler
Publisher:PEARSON
Contemporary Marketing
Marketing
ISBN:9780357033777
Author:Louis E. Boone, David L. Kurtz
Publisher:Cengage Learning