MKT 300 Lecture Notes - Lecture 3: Tax Shield, Nopat, Income Statement
Document Summary
We"ve covered a brief overview of the processes involved in determining our marketing strategy. Last week, we started focusing on the consumers what do they want, what are their needs, and what groups emerge (remember, we don"t create segments we identify them). This is vital if we come up with an amazing product but there are no consumers interested in it, we don"t have anything. Positioning: marketing strategies, stp continued, margins, break even analysis, net profit, roi, etc. The margin is a fundamental metric, because it tells us so much. First it gives us an idea regarding how efficiently the product is made. Something with a low margin has high variable costs, because they basically have an inverted relationship. Well, the company"s profit is largely based on selling volume they have to sell a lot of products. If the margin is high, then we might expect a different strategy.
