دانلود کتاب Value above cost: driving superior financial performance with CVA, the most important metric you've never used

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Contents......Page 8
Foreword......Page 14
Acknowledgments......Page 17
About the Author......Page 18
Chapter 1: Marketing and Financial Performance......Page 20
Determining Marketing Accountability......Page 24
The Value of a Business......Page 26
Customer Value and Costs......Page 28
Perceived Value......Page 29
A New Definition of Marketing......Page 30
CVA®......Page 31
Cost Orientation......Page 32
Value Orientation......Page 36
CVA® Orientation......Page 38
Strategic Themes......Page 40
Design and Communication......Page 44
CVA® and Economic Development......Page 48
Conclusions......Page 51
CVA® and Financial Performance: Executive Summary......Page 52
Perceived Value and Price......Page 54
Demand Curves......Page 58
Perceived Value and Revenue......Page 60
Contribution......Page 61
Revenue and Contribution: An Example......Page 63
Shifting the Demand Curve......Page 64
Sexton’s Revenue Law......Page 67
Sexton’s Contribution Law......Page 69
Employing Sexton’s Contribution Law......Page 72
Contribution and Profit, Cash Flow, Shareholder Value, and Share Price......Page 76
CVA® and Life Time Customer Value......Page 77
Conclusions......Page 82
Appendix: Derivations......Page 83
Chapter 3: CVA® over Time......Page 84
Levels of Sales Life Cycles......Page 85
The Competitive Life Cycle......Page 86
Unit Cost Life Cycle......Page 88
Perceived Value Life Cycle......Page 89
CVA® Life Cycle......Page 92
Financial Performance over Time......Page 95
Brand Equity......Page 97
Valuing Brand Equity......Page 100
Estimating Brand Equity......Page 102
Conclusions......Page 105
Chapter 4: Perceived Value......Page 108
Expected, Actual, and Perceived Performance......Page 109
Marketing Ratios......Page 110
Determinants of Perceived Value......Page 111
Branding and Perceived Value......Page 114
Development of Perceived Value......Page 117
Stages of Buyer Behavior......Page 118
Managing Perceived Value......Page 123
Measuring Perceived Value......Page 131
Estimating Demand Curves......Page 140
Conclusions......Page 144
The Income Statement in Custodial Format......Page 146
Types of Costs......Page 148
The Income Statement in Contribution Format......Page 150
Identifying Costs for CVA®......Page 153
Employing the Variable Margin Rate......Page 155
Graphing Contribution......Page 157
Breakeven Sales Level......Page 158
Direct and Indirect Fixed Costs......Page 163
Shutdown Sales Level......Page 165
Evaluating Contribution......Page 166
Conclusions......Page 168
Marketing Strategy Versus Marketing Tactics......Page 170
Components of a Marketing Strategy......Page 173
Identifying Possible Target Markets......Page 175
Evaluating Possible Positions for the Product or Service......Page 178
Determining Design......Page 186
Selecting Target Segments......Page 189
Developing Communications......Page 192
Managing the Brand......Page 195
Conclusions......Page 198
Managing CVA® Through the Market Life Cycle......Page 200
Financial Objectives Throughout the Competitive Life Cycle......Page 204
Managing CVA® Throughout the Competitive Life Cycle......Page 206
Introduction Stage......Page 211
Rapid Growth Stage......Page 215
Competitive Turbulence Stage......Page 218
Maturity Stage......Page 221
Decline Stage......Page 222
Optimizing Financial Performance over Time......Page 224
Conclusions......Page 229
Chapter 8: Utilizing CVA® for Strategic Decisions......Page 230
Targeting......Page 231
CVA® and Market Segmentation......Page 234
Using CVA® to Target Market Segments......Page 238
Positioning......Page 242
Using CVA® to Determine Positioning......Page 245
Using CVA® to Evaluate Multiple Positions......Page 246
CVA® and “Grey Markets”......Page 251
Branding......Page 252
Using CVA® to Build a Brand......Page 254
CVA® and Brand Architecture......Page 256
CVA® and Brand Extensions......Page 260
CVA® and Co-Branding......Page 262
Conclusions......Page 265
Chapter 9: Utilizing CVA® for Marketing Program Decisions......Page 266
Communications......Page 268
CVA® and Communications......Page 274
Using CVA® to Determine Communications Spending......Page 276
Pricing......Page 278
Using CVA® to Determine Pricing......Page 281
Pricing in Multiple Markets......Page 284
CVA® and Distribution......Page 288
Conclusions......Page 292
Chapter 10: Building the Marketing Accountability Scorecard......Page 294
General Practice......Page 295
Use of Specific Marketing ROI Measures......Page 298
Searching for a Marketing Accountability Scorecard......Page 303
Conclusions......Page 310
Chapter 11: Organizing to Manage CVA®......Page 312
How Individuals and Organizations Behave......Page 314
Task Clarity......Page 316
Effort......Page 318
Rewards......Page 319
Capabilities......Page 320
Environment......Page 326
Results......Page 328
Conclusions......Page 329
Endnotes......Page 330