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    This document summarizes key aspects of internal analysis from a marketing management textbook chapter. It outlines five main financial targets companies aim for: internal sales growth, operating income, working capital, free cash flow, and return on invested capital. It also describes the "How We Win Formula" focusing on productivity, streamlining, new product development, key account structure, and collaboration. Finally, it provides an example analysis of AOL login pop-up ads, varying creative elements and measuring effectiveness.

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    This document summarizes key aspects of internal analysis from a marketing management textbook chapter. It outlines five main financial targets companies aim for: internal sales growth, operating income, working capital, free cash flow, and return on invested capital. It also describes the "How We Win Formula" focusing on productivity, streamlining, new product development, key account structure, and collaboration. Finally, it provides an example analysis of AOL login pop-up ads, varying creative elements and measuring effectiveness.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    3 views35 pages

    751 Lecture 5 Teacher

    Uploaded by

    kato_21
    This document summarizes key aspects of internal analysis from a marketing management textbook chapter. It outlines five main financial targets companies aim for: internal sales growth, operating income, working capital, free cash flow, and return on invested capital. It also describes the "How We Win Formula" focusing on productivity, streamlining, new product development, key account structure, and collaboration. Finally, it provides an example analysis of AOL login pop-up ads, varying creative elements and measuring effectiveness.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    of 35

    Marketing Management 840

    Chapter 6 – Internal Analysis

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    A Few Examples

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    Five Financial Targets

    Internal Sales Growth

    Operating Income

    Working Capital (CA-CL)

    Free Cash Flow

    Return on Invested Capital


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    How We Win Formula

    New Product
    Productivity Streamlining
    Development

    Key Account
    Marketing Collaboration
    Structure

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    AOL Log-in Pop-up Analysis
    • Welcome screen pop-up ad
    • High-priced ad inventory – esp. for financial svcs.
    • Similar offers, sponsor, placement
    • Vary the art, details of offers
    • Two groups, group A and group B
    • Each received ~50,000 impressions by 10am
    • Winner ran until next day
    • Increased effectiveness of advertising
    – CTR, conversion, acquisition
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    Good Morning, Melissa
    Call for checking with interest

    Good Morning, Melissa


    Call for checking with interest

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    http://www.kginc.com/publications/articles/unproductive_skus

    Chart is mockup
    for discussion only

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    Questions?

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