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\author{tativio}
\pdfinfo{
  /Title (mark-301-final-tatiana-violonchi.pdf)
  /Creator (Cheatography)
  /Author (tativio)
  /Subject (MARK 301 Final - Tatiana Violonchi Cheat Sheet)
}

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    \vspace{-2pt}\large{\bf{\textcolor{DarkBackground}{\textrm{MARK 301 Final - Tatiana Violonchi Cheat Sheet}}}} \\
    \normalsize{by \textcolor{DarkBackground}{tativio} via \textcolor{DarkBackground}{\uline{cheatography.com/171749/cs/36063/}}}
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  \mymulticolumn{2}{p{5.377cm}}{\bf\textcolor{white}{Cheatographer}}  \\
  \vspace{-2pt}tativio \\
  \uline{cheatography.com/tativio} \\
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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}.
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  \vspace{-5pt}
  %\includegraphics[width=48px,height=48px]{dave.jpeg}
  Measure your website readability!\\
  www.readability-score.com
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\begin{tabularx}{3.833cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Customer Journey}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{CX}}: subjective response customers have with company} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Touchpoints}}: instances of interaction w/ product/service} \tn 
% Row Count 4 (+ 2)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Customer Journey}}: sum of experiences that customers go through when interacting with brand/company. \textasciicircum{}anticipate behaviors, understand path to purchase, track emotions, expectations, points of friction, channel/touchpoint interactions\textasciicircum{}} \tn 
% Row Count 9 (+ 5)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{CX should be adopted by the company as a whole and can lead to strong competitive advantage} \tn 
% Row Count 11 (+ 2)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Personalization}}: personalized service \textasciicircum{}knowing customer, alert to needs, tailored experience\textasciicircum{}} \tn 
% Row Count 13 (+ 2)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Integrity}}: build trust in customers \textasciicircum{}company = customers best interest, reliable\textasciicircum{}} \tn 
% Row Count 15 (+ 2)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Resolution}}: speedy problem fixes} \tn 
% Row Count 16 (+ 1)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Time \& Effort}}: convenience of customer transaction \textasciicircum{}seamless journeys\textasciicircum{}} \tn 
% Row Count 18 (+ 2)
% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Empathy}}: company goes extra mile} \tn 
% Row Count 19 (+ 1)
% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Automation}}: digitization of journey \textasciicircum{}customer can do tasks that were done manually in-person, essential foundation to sticky journey\textasciicircum{}} \tn 
% Row Count 22 (+ 3)
% Row 10
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Proactive Personalization}}: use data to customize \textasciicircum{}optimize next steps in journey\textasciicircum{}} \tn 
% Row Count 24 (+ 2)
% Row 11
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Contextual Interaction}}: tech. interactions at key moments \textasciicircum{}understand why customers are on their journey\textasciicircum{}} \tn 
% Row Count 27 (+ 3)
% Row 12
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Journey Innovation}}: identify new sources of value \textasciicircum{}ongoing experimentation, analysis of customer needs\textasciicircum{}} \tn 
% Row Count 30 (+ 3)
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\par\addvspace{1.3em}

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\begin{tabularx}{3.833cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Customer Journey (cont)}}  \tn
% Row 13
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Collaborate}} with new \seqsplit{entrants-substitutes-customers-competitors-suppliers}} \tn 
% Row Count 2 (+ 2)
% Row 14
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Flexible Need Point Journey}}: company understand customer needs \textasciicircum{}to make decisions that achieve purpose, address need at all touchpoints\textasciicircum{}} \tn 
% Row Count 5 (+ 3)
% Row 15
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{CPI}}: customer performance indicators \textasciicircum{}better CPI = better KPI\textasciicircum{}} \tn 
% Row Count 7 (+ 2)
% Row 16
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\mymulticolumn{1}{x{3.833cm}}{{\emph{*Success}}: were customers able to accomplish purpose} \tn 
% Row Count 9 (+ 2)
% Row 17
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\mymulticolumn{1}{x{3.833cm}}{{\bf{Effort}}: was the interaction easy} \tn 
% Row Count 10 (+ 1)
% Row 18
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Emotion}}: how the customer felt in end \textasciicircum{}ideally delight = loyalty\textasciicircum{}} \tn 
% Row Count 12 (+ 2)
% Row 19
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Customer Engagement}}: emotional/psychological attachment to brand} \tn 
% Row Count 14 (+ 2)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Customer Journey and CX are the basis to all the other MARK 301 concepts}  \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
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\begin{tabularx}{3.833cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Retailing}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Omnichannel}}: integrations of different shopping channels into a seamless system {\bf{requirement for BUSN survival}}\textasciicircum{}phone, online-shopping, in-store, delivery, offline behaviors\textasciicircum{}} \tn 
% Row Count 4 (+ 4)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Omnichannel Issues}}: UC understanding what to prioritize (lack of internal alignment, funding divergent priorities), Focus on tech over value (differentiation with costly items, company focused, neglect customer needs), Failure to invest in line w/ strategy (don't identify strategies at each step, eager to beat competition, fragmented investments = destroy value)} \tn 
% Row Count 12 (+ 8)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Companies should use R\&D to discover where their value lies before expanding their omnichannel / each omnichannel requires distinct foundational capabilities} \tn 
% Row Count 16 (+ 4)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{Assessing customer needs and finding products that answer CX reduces risk and secures future} \tn 
% Row Count 18 (+ 2)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Retailing}}: all activities involved in selling products/services to final consumers} \tn 
% Row Count 20 (+ 2)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Shoppers MARK}}: entire MARK process focused on turning shoppers into buyers \textasciicircum{}focused on CX and journey efforts\textasciicircum{}} \tn 
% Row Count 23 (+ 3)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
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\begin{tabularx}{3.833cm}{X}
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\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Retail Decision Strategy}}  \tn
\SetRowColor{LightBackground}
\mymulticolumn{1}{p{3.833cm}}{\vspace{1px}\centerline{\includegraphics[width=5.1cm]{/web/www.cheatography.com/public/uploads/tativio_1670898544_Screenshot_20221204_101323.png}}} \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Retailers must first define their target markets and then differentiate/position \textasciicircum{}upscale, product variety\textasciicircum{}. Until retailers define \& profile their markets they can't focus on price, advertising, online/mobile sites, etc.}  \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
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\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Retailers Decision Def.}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Product and Service Assortment}} - Product Assort differentiate while matching customers expectations  \textasciicircum{}variety that retailer stocks, specialty (IKEA), departments (Bloomindale's), supermarket (Walmart), category killer (Home Depot)\textasciicircum{}} \tn 
% Row Count 5 (+ 5)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{-Service Mix \textasciicircum{}DIFM or DIY, self-service, limited service, full service\textasciicircum{}} \tn 
% Row Count 7 (+ 2)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{-Store Atm: unique in-store CX \textasciicircum{}suits target market and enhances {\bf{brand}} positioning\textasciicircum{}} \tn 
% Row Count 9 (+ 2)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Prices}}: high-markups on lower volume or vice versa \textasciicircum{}fit assort., competition, econ. factors\textasciicircum{}} \tn 
% Row Count 11 (+ 2)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Promotion}}: combo of advertising, personal selling, sales promotion, PR and direct/social media MARK. \textasciicircum{}special events, blogs, mobile apps, email, digital = personalized offers {\bf{CX}}\textasciicircum{}} \tn 
% Row Count 15 (+ 4)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Place}}: locations accessible to target markets \textasciicircum{}shopping center = group of retailers in one location managed as unit\textasciicircum{}  All efforts must match positioning} \tn 
% Row Count 19 (+ 4)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Digital MARK}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Digital MARK}}: any form of MARK online \textasciicircum{}consumers depend on DM to learn about brands\textasciicircum{}} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{Digital MARK uses numerous digital tactics \& channels to connect with customers ({\bf{omnichannel}})} \tn 
% Row Count 4 (+ 2)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{DM=targets large audiences \& prospects \textasciicircum{}gender, location, age\textasciicircum{}, measurable \textasciicircum{}analytics in real-time\textasciicircum{}, cost-effective} \tn 
% Row Count 7 (+ 3)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Attribution Modelling}}: ID trends in the way ppl buy/research product} \tn 
% Row Count 9 (+ 2)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{DM and online channels allow you to follow entire CJ} \tn 
% Row Count 11 (+ 2)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{Social Media \textasciicircum{}connect w/ users \& communicate brand\textasciicircum{}, Content MARK \textasciicircum{}generate brand awareness\textasciicircum{}, Inbound \textasciicircum{}attract customers at every stage of CJ\textasciicircum{}} \tn 
% Row Count 14 (+ 3)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Digital Engagement}}: what content drives most visibility \textasciicircum{}understand audience\textasciicircum{}} \tn 
% Row Count 16 (+ 2)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{CTR}}: \% of clicks on link that generated impressions \textasciicircum{}ppl taking action\textasciicircum{}} \tn 
% Row Count 18 (+ 2)
% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Conversion Rate}}: tells if funnel is success (CJ follow-through) \textasciicircum{}how many leads were converted to buyers\textasciicircum{}} \tn 
% Row Count 21 (+ 3)
% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Keyword Rank.}}: favorable online with SEO} \tn 
% Row Count 22 (+ 1)
% Row 10
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Customer Aqc. Cost}}: tot. amount to turn user to customer \textasciicircum{}most important KPI\textasciicircum{}} \tn 
% Row Count 24 (+ 2)
% Row 11
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Metaverse}}: innovative{\bf{CJ}}, real-time-virtual identities, brand engagement {\bf{branding}}{\emph{omnichannel}}*} \tn 
% Row Count 27 (+ 3)
% Row 12
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Awareness}}: branded content strategies \textasciicircum{}Appeal to audience\textasciicircum{}} \tn 
% Row Count 29 (+ 2)
% Row 13
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Consideration}}: compared to competitors} \tn 
% Row Count 30 (+ 1)
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\vfill
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\begin{tabularx}{3.833cm}{X}
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\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Digital MARK (cont)}}  \tn
% Row 14
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Intent}}: resources are being browsed} \tn 
% Row Count 1 (+ 1)
% Row 15
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Purchase}}: your product being bought} \tn 
% Row Count 2 (+ 1)
% Row 16
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{\textasciicircum{}must always understand the need of customers\textasciicircum{}} \tn 
% Row Count 3 (+ 1)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Pricing}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Value Mindset}}: No focus on cost but focus on creating value for customer} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Objective Value}}: TEV, measure of benefits\textasciicircum{}to consumers, theoretical value\textasciicircum{}} \tn 
% Row Count 4 (+ 2)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Perceived Value}}: Value customer sees in product \textasciicircum{}surveys=extra price sensitive consumer\textasciicircum{}} \tn 
% Row Count 6 (+ 2)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Elements of Value}}: rooted in hierarchy of need \textasciicircum{}higher elements=higher value=higher pricing\textasciicircum{}} \tn 
% Row Count 8 (+ 2)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Companies should focus on improving elements from aligned with their core value} \tn 
% Row Count 10 (+ 2)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Price Customization}}: creating different circumstances to sell at different prices\textasciicircum{}product line, availability, category knowledge, taste\textasciicircum{}\textasciicircum{}} \tn 
% Row Count 13 (+ 3)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Firm should price beneath/equal to perceived value and above COGS. This pricing "creates" value} \tn 
% Row Count 15 (+ 2)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{Price sensitivity is greater in high-cost items and when the user is responsible for costs} \tn 
% Row Count 17 (+ 2)
% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Competition-Based, Cost-Plus, Dynamic, Freemium, High-Low, Hourly, Skimming, Penetration, Premium, Project-Based, Value-Based, Bundle, Psychological, Geographic} \tn 
% Row Count 21 (+ 4)
% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{company prices a solution}}\textasciicircum{}create value for customer to be willing to pay\textasciicircum{}} \tn 
% Row Count 23 (+ 2)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Companies should change pricing when they have the knowledge to do so}  \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Branding}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Brand}}: sellers promise to deliver consistent features, benefits services to buyer \textasciicircum{}logo, personality, packaging\textasciicircum{}} \tn 
% Row Count 3 (+ 3)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Brand Culture}}: Meaning others assign to your brand and the story being told} \tn 
% Row Count 5 (+ 2)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Brand is the meaning/emotion associated with a product or company {\bf{brand engagement CJ}}} \tn 
% Row Count 7 (+ 2)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Brand Equity}}: a set of assets linked to a brand that +/- value provided by product/service to firm \& customers} \tn 
% Row Count 10 (+ 3)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{good branding = buyers confidence in purchase decision, cleaner interpretation \& easier processing of info, higher satisfaction. Corporate = increases effectiveness MARK programs, enhances brand loyalty, higher prices and margins, leverage with distribution channels, significant competitive advantage} \tn 
% Row Count 17 (+ 7)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Value Proposition}}: statement of functional, emotional, and self-expressive benefits delivered by brand \& provide customer value} \tn 
% Row Count 20 (+ 3)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Brand Association}}: mental connection between brand and concept \textasciicircum{}soft = Cotonelle\textasciicircum{}} \tn 
% Row Count 22 (+ 2)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Brand Position}}: part of brand identity/value communicated to target audience} \tn 
% Row Count 24 (+ 2)
% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Companies shouldn't focus on short-term promotions because it devalues brand and decreases customer loyalty} \tn 
% Row Count 27 (+ 3)
% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Consideration}}: media=reduce the \# of products consumer considers} \tn 
% Row Count 29 (+ 2)
% Row 10
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Evaluate}}: input from various external sources to sift} \tn 
% Row Count 31 (+ 2)
\end{tabularx}
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\vfill
\columnbreak
\begin{tabularx}{3.833cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Branding (cont)}}  \tn
% Row 11
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Buy}}: point of purchase using 4Ps and sales interactions} \tn 
% Row Count 2 (+ 2)
% Row 12
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Enjoy}}: deeper connection created after purchase \textasciicircum{}this step wasn't included in old metaphor\textasciicircum{}} \tn 
% Row Count 4 (+ 2)
% Row 13
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Marketers should target phases in decision CJ} \tn 
% Row Count 5 (+ 1)
% Row 14
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Customer Lifestyle}}: sum of customer interaction with environ.} \tn 
% Row Count 7 (+ 2)
% Row 15
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Lifestyle MARK}}: product is perceived to possess ideals \& aspirations according to consumer wants \textasciicircum{}deeper understanding\textasciicircum{}} \tn 
% Row Count 10 (+ 3)
% Row 16
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{Branded communities = direct access to consumers, co-create with customers, increase engagement, shape convos} \tn 
% Row Count 13 (+ 3)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Formulas}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Contribution {\bf{Margin}} = total rev - total variable costs \textasciicircum{}for ROMI use Margin \% if given or calculate margin\textasciicircum{}} \tn 
% Row Count 3 (+ 3)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{Unit contr. = selling price - unit variable costs} \tn 
% Row Count 4 (+ 1)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{\% Margin on SP/(100\% - \% Margin on SP) = \% Margin on Cost} \tn 
% Row Count 6 (+ 2)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{\% Margin on Cost/(100\% + \% Margin on Cost) = \% Margin on Selling Price} \tn 
% Row Count 8 (+ 2)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Fixed Costs \textasciicircum{}advertising, salaries, overhead\textasciicircum{} = Unit contribution * BEQ} \tn 
% Row Count 10 (+ 2)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{BEQ = Fixed Costs / Unit Contribution AND BEQ = Fixed Costs / (Price – Variable Costs per unit)} \tn 
% Row Count 12 (+ 2)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Profit Impact = (UC*US)-FC (-Cannibalization if any)} \tn 
% Row Count 14 (+ 2)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{CLV = Lifetime Value (LV) – Acquisition Cost (AC)} \tn 
% Row Count 16 (+ 2)
% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{LV = Customer Lifetime (in months = CL) x Monthly Profit (=MP)} \tn 
% Row Count 18 (+ 2)
% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{Customer Lifetime (in months) = 1/monthly churn rate} \tn 
% Row Count 20 (+ 2)
% Row 10
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Customer Monthly Profit = Gross Margin – Assigned Costs} \tn 
% Row Count 22 (+ 2)
% Row 11
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{AC = Acquisition Costs = Initial Costs to Acquire the Customer (i.e. usually primarily advertising and sales)} \tn 
% Row Count 25 (+ 3)
% Row 12
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{ROMI =  (Margin - Investment)/ Investment} \tn 
% Row Count 26 (+ 1)
% Row 13
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{Variable Costs \textasciicircum{}manufacturing, shipping, commission\textasciicircum{}} \tn 
% Row Count 28 (+ 2)
% Row 14
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{→ Calculate the profit of the original product without new initiative (A); → Calculate the profit of new initiative a → Calculate the profit of the original with new initiative (C); → C-A = CANNIBALIZATION	 → Total PROFIT IMPACT of initiative = B + C - A} \tn 
% Row Count 34 (+ 6)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{If market share is given in \$, divide by retail selling price to obtain market value in units}  \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}


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

\end{document}