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Financial aspects of marketing management (concepts (margin (gross margin,…
Financial aspects of marketing management
concepts
Costs
variable and fixed
variable
dependent on output
types
direkt
cost of goods sold
indirekt
other cost dependent on output
fixed
types
committed costs
required to maintain organisation
programmed costs
cost that results from attempts to generate sales
independant of output
relevant and sunk
relevant
expected to occur in the future as a result of some marketing action
differ among option coinsidered
sunk
cost that has already come to pas
beware of the sunk cost fallacy
margin
gross margin
total sales -. total cost of goods sold
trade margin
unit sale price - unit cost at each level of marketing channel
net profit margin (before taxes)
liquidity
ability to meet short term financial obligations
contribution analysis
types
break even analysis
sensitivity analysis
contribution analysis and profit impact
multiple product break even analysis
contribution analysis and market size
assessment of cannibalization