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% Document Info
\author{Madisen (m4disen)}
\pdfinfo{
  /Title (mark-301-final-notes.pdf)
  /Creator (Cheatography)
  /Author (Madisen (m4disen))
  /Subject (MARK 301 - FINAL NOTES Cheat Sheet)
}

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\fancyhead[L]{
\noindent
\begin{multicols}{3}
\begin{tabulary}{5.8cm}{C}
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    \vspace{-7pt}
    {\parbox{\dimexpr\textwidth-2\fboxsep\relax}{\noindent
        \hspace*{-6pt}\includegraphics[width=5.8cm]{/web/www.cheatography.com/public/images/cheatography_logo.pdf}}
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\begin{tabulary}{11cm}{L}
    \vspace{-2pt}\large{\bf{\textcolor{DarkBackground}{\textrm{MARK 301 - FINAL NOTES Cheat Sheet}}}} \\
    \normalsize{by \textcolor{DarkBackground}{Madisen (m4disen)} via \textcolor{DarkBackground}{\uline{cheatography.com/171792/cs/36075/}}}
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\fancyfoot[L]{ \footnotesize
\noindent
\begin{multicols}{3}
\begin{tabulary}{5.8cm}{LL}
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  \mymulticolumn{2}{p{5.377cm}}{\bf\textcolor{white}{Cheatographer}}  \\
  \vspace{-2pt}Madisen (m4disen) \\
  \uline{cheatography.com/m4disen} \\
  \end{tabulary}
\vfill
\columnbreak
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  \mymulticolumn{1}{p{5.377cm}}{\bf\textcolor{white}{Cheat Sheet}}  \\
   \vspace{-2pt}Not Yet Published.\\
   Updated 13th December, 2022.\\
   Page {\thepage} of \pageref{LastPage}.
\end{tabulary}
\vfill
\columnbreak
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  \mymulticolumn{1}{p{5.377cm}}{\bf\textcolor{white}{Sponsor}}  \\
  \SetRowColor{white}
  \vspace{-5pt}
  %\includegraphics[width=48px,height=48px]{dave.jpeg}
  Measure your website readability!\\
  www.readability-score.com
\end{tabulary}
\end{multicols}}




\begin{document}
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\begin{multicols*}{3}

\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{FORMULAS}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{\% Margin on Cost = }} \% Margin on SP/(100\% - \% Margin on SP)} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{\% Margin on Selling Price = }} \% Margin on Cost(100\% + \% Margin on Cost)} \tn 
% Row Count 4 (+ 2)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Contribution = }} Total Revenue - Total Variable Costs} \tn 
% Row Count 6 (+ 2)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Unit Contribution = }} Selling Price - Unit Variable Costs} \tn 
% Row Count 8 (+ 2)
% Row 4
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Fixed Costs = }} Unit Contribution * BEQ} \tn 
% Row Count 9 (+ 1)
% Row 5
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\mymulticolumn{1}{x{5.377cm}}{{\bf{BEQ = }} Fixed Costs / Unit Contribution} \tn 
% Row Count 10 (+ 1)
% Row 6
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Profit Impact = }} (Unit Cont. * Units Prod. \& Sold) – Fixed Costs (– cannibalization–if any)} \tn 
% Row Count 13 (+ 3)
% Row 7
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\mymulticolumn{1}{x{5.377cm}}{{\bf{CLV = }} Lifetime Value - Acquisition Cost} \tn 
% Row Count 14 (+ 1)
% Row 8
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\mymulticolumn{1}{x{5.377cm}}{{\bf{LV = }} Customer Lifetime (in months) * Monthly Profit} \tn 
% Row Count 16 (+ 2)
% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{ Customer Lifetime (in months) = }} 1/monthly churn rate} \tn 
% Row Count 18 (+ 2)
% Row 10
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\mymulticolumn{1}{x{5.377cm}}{{\bf{ Customer Monthly Profit = }} Gross Margin – Assigned Costs} \tn 
% Row Count 20 (+ 2)
% Row 11
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\mymulticolumn{1}{x{5.377cm}}{{\bf{AC = }} Initial Cost to Acquire Cost. (usually ads + sales)} \tn 
% Row Count 22 (+ 2)
% Row 12
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\mymulticolumn{1}{x{5.377cm}}{{\bf{ ROMI = }} (Margin - Investment) / Investment} \tn 
% Row Count 23 (+ 1)
% Row 13
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\mymulticolumn{1}{x{5.377cm}}{* If market share is given in \$, divide by retail selling price to obtain market value in units} \tn 
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% Row 14
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\mymulticolumn{1}{x{5.377cm}}{* Assume Margin on SP unless otherwise specified} \tn 
% Row Count 26 (+ 1)
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\mymulticolumn{1}{x{5.377cm}}{MARGIN STRUCTURE = M \textgreater{} W \textgreater{} R}  \tn 
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\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{5-Step Methodology}}  \tn
% Row 0
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\mymulticolumn{1}{x{5.377cm}}{{\bf{ 1 - Problem Statement }} \{\{nl\}\} State the PROBLEM in one or two sentences; major objectives + a listing of major overriding factors} \tn 
% Row Count 3 (+ 3)
% Row 1
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\mymulticolumn{1}{x{5.377cm}}{{\bf{ 2 - Situational Analysis }} \{\{nl\}\}  Strength \& Weaknesses (w/i company's ctrl) ; Opportunities \& Threats (out of ctrl)} \tn 
% Row Count 6 (+ 3)
% Row 2
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\mymulticolumn{1}{x{5.377cm}}{{\bf{ 3 - Identification and Evaluation of Alternatives }} \{\{nl\}\} Find alts and elaborate on pros/cons of each.} \tn 
% Row Count 9 (+ 3)
% Row 3
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\mymulticolumn{1}{x{5.377cm}}{{\bf{ 4 - R\&R / BUY-IN }} \{\{nl\}\} the math, the decision criteria, time to sell recommendation} \tn 
% Row Count 11 (+ 2)
% Row 4
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\mymulticolumn{1}{x{5.377cm}}{{\bf{ 5 - Plan of Action }} \{\{nl\}\} ST (6 months) vs LT (18 months)} \tn 
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\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{{\bf{ Value Mindset }} = Focus on Customer Value (no cost)} \tn 
% Row Count 2 (+ 2)
% Row 1
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\mymulticolumn{1}{x{5.377cm}}{{\bf{ True Economic Value }} = Objective Value} \tn 
% Row Count 3 (+ 1)
% Row 2
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\mymulticolumn{1}{x{5.377cm}}{{\bf{ Perceived Value }}  = Value Attributed by Customer} \tn 
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% Row 3
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\mymulticolumn{1}{x{5.377cm}}{Price ≤ Perceived Value, but,  Price \textgreater{} COGS} \tn 
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% Row 4
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\mymulticolumn{1}{x{5.377cm}}{Dynamic Pricing considers {\bf{product variation, controlling availability, and geographically. }}} \tn 
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% Row 5
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\mymulticolumn{1}{x{5.377cm}}{\% Change in Quantity ÷ \% Change in Price = {\bf{ Price Elasticity of Demand }}} \tn 
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% Row 6
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\mymulticolumn{1}{x{5.377cm}}{company prices a solution {\bf{ (and not a product) }} \{\{nl\}\} capturing {\bf{ value }} is more important than {\bf{ maximizing sales }}} \tn 
% Row Count 13 (+ 3)
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\mymulticolumn{2}{x{5.377cm}}{\bf\textcolor{white}{Customer Experience (CX)}}  \tn
% Row 0
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{\bf{ Customer Journey (CJ) }} & Sum of customer interactions with brand. \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
{\bf{Goal of CJ}} & Make journey {\emph{sticky}} through exceptional \& personalized experience; creates customer engagement. \tn 
% Row Count 7 (+ 5)
% Row 2
\SetRowColor{LightBackground}
{\bf{Pillars of Customer Experience}} & Personalization, Integrity, Expectations, Resolution, Time \& Effort, and Empathy \tn 
% Row Count 11 (+ 4)
% Row 3
\SetRowColor{white}
{\bf{ Journey Management Capabilities }} & Automation, Proactive Personalization, Contextual Interaction, and Innovation \tn 
% Row Count 15 (+ 4)
% Row 4
\SetRowColor{LightBackground}
{\bf{ Steps in CJ MAP }} & understand target; map out touchpoints; identify customer pain points; reg. assess comp. perf. ; prioritize + fix roadblocks ; update \& improve \tn 
% Row Count 23 (+ 8)
\hhline{>{\arrayrulecolor{DarkBackground}}--}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Retailing}}  \tn
% Row 0
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\mymulticolumn{1}{x{5.377cm}}{{\bf{ Strategy }} : Segmentation \& Targeting; Store Differentiation \& Positioning} \tn 
% Row Count 2 (+ 2)
% Row 1
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\mymulticolumn{1}{x{5.377cm}}{{\bf{ Marketing Mix }} : Product \& Service Assortment; Retail Prices; Promotion, and Distribution (incl. location)} \tn 
% Row Count 5 (+ 3)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{ Omni-Channel Retailing }} : integration of online and offline shopping behaviours to create seamless experience \{\{nl\}\} {\bf{goal }} = achieve a better shopping experience + increase conversions} \tn 
% Row Count 9 (+ 4)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
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\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Branding}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{ Brand Equity includes: }} \{\{nl\}\} Brand Loyalty, Brand Awareness, Perceived Quality, Brand Associations \{\{nl\}\} {\bf{ Other Assets include }} patents, intellectual property..} \tn 
% Row Count 4 (+ 4)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Purpose-Driven Branding =}}  \{\{nl\}\} having compelling reason for being, beyond profit + living out desire to impact society positively/purposefully} \tn 
% Row Count 7 (+ 3)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{ Major Brand Portfolio Strategies = }} \{\{nl\}\} * Mono-Brand (or Branded House) where single brand is used on all products. ie. crocs \{\{nl\}\} * Multi-Brand (or House of Brands)  individual brand names created for diff products + corporate name is hidden from view/minimized. ie. P\&G - Tide\&Gain} \tn 
% Row Count 13 (+ 6)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{ Multi-Branding}}  \{\{nl\}\} Pros: greater flex. w/ differentiating + customizing; commands greater retail presence (shelf-space); less risk for brand reputation. \{\{nl\}\} Cons: brand-building requires high capital inv. ; no benefit of existing brand equity} \tn 
% Row Count 19 (+ 6)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Marketing in a Digital World}}  \tn
% Row 0
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\mymulticolumn{1}{x{5.377cm}}{{\bf{ This is the new normal for marketing.}}  Without digital presence, brands are already at a disadvantage.} \tn 
% Row Count 3 (+ 3)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{ Main Benefits }} \{\{nl\}\} * improved measurement \{\{nl\}\} * improved targeting} \tn 
% Row Count 5 (+ 2)
% Row 2
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Impact on Target Market:}} greater volume + accuracy of info, easy to micro-target, easy access to customer, geographical data} \tn 
% Row Count 8 (+ 3)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{ Impact on Product: }} easy to obtain benefits/feedback, personalization, tech facilitates augmentations} \tn 
% Row Count 11 (+ 3)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{ Impact on Price: }} dynamic pricing, price discrimination, instantaneous price comparison} \tn 
% Row Count 13 (+ 2)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{ Impact on Distro: }} direct-distro, omni-channel = req., tracking increases cust. delight} \tn 
% Row Count 15 (+ 2)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Impact on Marketing Comms: }} 1-on-1 tracking, adjustability, content challenge, greater integration = req., consumer = always "on", targeted messages} \tn 
% Row Count 19 (+ 4)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{ Marketing Funnel: }} Awareness \textgreater{} Consideration \textgreater{} Intent \textgreater{} Purchase} \tn 
% Row Count 21 (+ 2)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}


% That's all folks
\end{multicols*}

\end{document}