Lecture "Marketing metrics - Chapter 5: Financial metrics" presentation of content: Cost, key metrics, price, revenue and profit; key financial indexes. | 9/18/2015 Chapter 5: Financial metrics Contents • Cost, price, revenue and profit • Key financial indexes Costs 1 9/18/2015 Key metrics • Cost ◦ Variable and Fixed cost • Margin & Contribution ◦ Unit margin ◦ Margin (%) ◦ Contribution per unit ◦ Contribution margin • Marketing spending Variable & Fixed Costs • Purpose: To understand how costs change with volume Variable & Fixed .
