Lecture Marketing metrics: Chapter 5 - Trần Nhật Minh

9/18/2015<br /> <br /> Chapter 5:<br /> <br /> Financial metrics<br /> <br /> Contents<br /> • Cost, price, revenue and profit<br /> • Key financial indexes<br /> <br /> Costs<br /> <br /> 1<br /> <br /> 9/18/2015<br /> <br /> Key metrics<br /> • Cost<br /> ◦ Variable and Fixed cost<br /> <br /> • Margin & Contribution<br /> ◦ Unit margin<br /> ◦ Margin (%)<br /> ◦ Contribution per unit<br /> ◦ Contribution margin<br /> <br /> • Marketing spending<br /> <br /> Variable & Fixed Costs<br /> • Purpose: To understand how costs change with<br /> volume<br /> <br /> Variable & Fixed Costs<br /> •