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1、部分指标英文名称指标中文名称解释公式2.Share of Hearts, Minds, and Markets情感份额心理份额市场份额Ch 1,2,3 of MM14Revenue Market Share销售额市场份额Unit Market Share销售量市场份额Relative Market Share相对市场份额Brand Development IndexCategory Development IndexDecomposition of Market ShareMarket Penetration市场渗透率Brand Penetration品牌渗透率Penetration Shar
2、e品牌渗透份额Share of Requirements/ ShareofWallet(SOW)钱包份额Heavy Usage Index重度使用指数Awareness知名度Top of Mind/ Top-of-mind awareness第一提及知名度Ad Awareness广告知名度Brand/Product KnowledgeConsumer BeliefsPurchase Intentions购买倾向Purchase HabitsLoyaltyLikeability偏好度Willingness to RecommendCustomer Satisfaction顾客满意度Net Pro
3、moterWillingness to Search3.Margins and Profits利润率和利润Ch 14 of MM14Unit Margin单位利润Margins利润率Channel MarginsAverage Price per UnitPrice per Statistical UnitVariable and Fixed Costs变动成本和固定成本Marketing SpendingContribution per UnitContribution Margin (%)Break-Even Sales Level盈亏平衡销售水平Target Volume目标销量Targ
4、et Revenues目标收入4.Product and Portfolio Management产品和组合管理Ch 12&13of MM14TrialRepeat VolumePenetration渗透Volume Projections销售量预测Year-on-Year Growth(annual growth)年增长率Compound Annual Growth Rate (CAGR)Cannibalization RateFair Share Draw RateBrand Equity MetricsConjoint UtilitiesSegment UtilitiesConjoint
5、 Utilities and Volume Projections5.Customer Profitability顾客获利性Ch 5& 8of MM14Customers(customer counts)顾客(顾客数量)Recency消费时间间隔Retention Rate顾客保留率Customer Profit顾客利润Customer Lifetime Value顾客终身价值Prospect Lifetime ValueAverage Acquisition CostAverage Retention Cost6.Sales Force and Channel Management销售人员和
6、渠道管理Ch 15&16of MM14WorkloadSales Potential Forecast销售潜力预测Sales Goal销售目标Sales Force Effectiveness销售人员效果Compensation报酬Break-Even Number of EmployeesSales Funnel, Sales PipelineNumeric DistributionAll Commodity Volume(ACV)Product Category Volume(PCV)Total DistributionCategory Performance RatioOut of St
7、ockInventoriesMarkdownsDirect Product Profitability(DPP)Gross Margin Return on Inventory Investment(GMROII)7.Pricing Strategy定价策略Ch 14of MM14Price Premium价格溢价Reservation PricePercent Good ValuePrice Elasticity of Demand价格需求弹性Optimal Price最优价格Residual Elasticity8.Promotion促销Ch 18of MM14Baseline Sales
8、Incremental Sales/Promotion LiftRedemption RatesCosts for Coupons and RebatesPercentage Sales with CouponPercent Sales on DealPass-ThroughPrice Waterfall9.Advertising Media and Web Metrics广告媒体和网络量化Ch 17&19of MM14Impressions/Exposure曝光量Gross Rating Points (GRPs)毛评点Cost per Thousand Impressions (CPM)N
9、et ReachAverage FrequencyFrequency Response FunctionsEffective Reach有效到达率Effective FrequencyShare of VoicePageviewsRich Media Display TimeRich Media Interaction RateClickthrough RateCost per ClickCost per OrderCost per Customer AcquiredVisitsVisitorsAbandonment RateBounce RateFriends/Followers/Suppo
10、rtersDownloads10.Marketing and Finance营销与财务Ch 10&11of MM14Net Profit净利润Return on Sales (ROS)销售回报率Earnings Before Interest, Taxes, Depreciation, and Amortization (EBITDA)Return on Investment (ROI)投资回报率Economic Profit(aka EVA, Economic Value Added)经济利润PaybackNet Present Value (NPV)净现值Internal Rate of Return (IRR)Return on MarketingInvestment (ROMI); Revenue营销投资回报率共44个
