Value above cost: driving superior financial performance with CVA, the most important metric you've never used
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Upper Saddle River, N.J.
FT Press
2009
|
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017543939&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes index. |
| Umfang: | XX, 344 S. Ill. |
| ISBN: | 0136043321 |
Internformat
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| 245 | 1 | 0 | |a Value above cost |b driving superior financial performance with CVA, the most important metric you've never used |c Donald E. Sexton |
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| 650 | 7 | |a Valeur ajoutée |2 ram | |
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| 650 | 4 | |a Economic value added | |
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Datensatz im Suchindex
| _version_ | 1819315235117334528 |
|---|---|
| adam_text | Titel: Value above cost
Autor: Sexton, Donald E.
Jahr: 2009
Contents
Foreword.........................xviii
Acknowledgments....................xx
About the Author....................xxi
Chapter 1: Marketing and Financial Performance .... 1
Determining Marketing Accountability.........5
The Value of a Business.....................7
Customer Value and Costs...................9
Perceived Value.......................... 10
A New Definition of Marketing.............. 11
CVA®................................... 12
Cost Orientation ......................... 13
Value Orientation.........................17
CVA® Orientation.........................19
Strategic Themes..........................21
Design and Communication.................25
CVA® and Economic Development...........29
Conclusions..............................32
Chapter 2: How CVA® Affects Financial
Performance .......................33
CVA® and Financial Performance:
Executive Summary.......................33
Perceived Value and Price..................35
Demand Curves..........................39
Perceived Value and Revenue...............41
Contribution ............................42
Revenue and Contribution: An Example ......44
Shifting the Demand Curve.................45
xii Value Above Cost
Sextons Laws ............................48
Sexton s Revenue Law.....................48
Sexton s Contribution Law .................50
Employing Sexton s Contribution Law........52
Contribution and Profit, Cash Flow,
Shareholder Value, and Share Price ..........56
CVA® and Life Time Customer Value.........58
Conclusions..............................62
Appendix: Derivations......................63
Chapter 3: CVA® over Time.....................65
Levels of Sales Life Cycles..................66
The Competitive Life Cycle.................67
Sales Life Cycle...........................69
Margin Life Cycle.........................69
Unit Cost Life Cycle.......................69
Perceived Value Life Cycle..................70
CVA® Life Cycle..........................73
Financial Performance over Time............76
Brand Equity.............................78
Valuing Brand Equity......................81
Estimating Brand Equity...................83
Conclusions..............................86
Chapter 4: Perceived Value .....................89
Expected, Actual, and Perceived
Performance.............................90
Marketing Ratios..........................91
Determinants of Perceived Value.............92
Branding and Perceived Value...............95
Development of Perceived Value.............98
Stages of Buyer Behavior...................99
Managing Perceived Value.................104
Measuring Perceived Value................112
Estimating Demand Curves................121
Conclusions.............................125
Contents xiii
Chapter 5: Costs .............................127
The Income Statement in Custodial
Format................................ 127
Types of Costs........................... 129
The Income Statement in Contribution
Format.................................131
Identifying Costs for CVA® ................134
Employing the Variable Margin Rate.........136
Graphing Contribution....................138
Fixed Costs.............................139
Breakeven Sales Level....................139
Direct and Indirect Fixed Costs.............144
Shutdown Sales Level.....................146
Evaluating Contribution...................147
Conclusions.............................149
Chapter 6: Managing CVA® ....................151
Marketing Strategy Versus Marketing
Tactics.................................151
Components of a Marketing Strategy.........154
Identifying Possible Target Markets..........156
Evaluating Possible Positions for the
Product or Service........................159
Determining Design .....................167
Selecting Target Segments.................170
Developing Communications...............173
Managing the Brand......................176
Conclusions............................. 179
Chapter 7: Managing CVA® over Time ...........181
Managing CVA® Through the Market
Life Cycle..............................181
Financial Objectives Throughout the
Competitive Life Cycle....................185
Managing CVA® Throughout the
Competitive Life Cycle....................187
Introduction Stage........................192
xiv Value Above Cost
Rapid Growth Stage......................196
Competitive Turbulence Stage..............199
Maturity Stage...........................202
Decline Stage...........................203
Optimizing Financial Performance
over Time...............................205
Conclusions.............................210
Chapter 8: Utilizing CVA® for Strategic
Decisions..........................211
Targeting...............................212
CVA® and Market Segmentation............215
Using CVA® to Target Market Segments......219
Positioning..............................223
Using CVA® to Determine Positioning.......226
Using CVA® to Evaluate Multiple Positions ... 227
CVA® and Grey Markets .................232
Branding...............................233
Using CVA® to Build a Brand ..............235
CVA® and Brand Architecture..............237
CVA® and Brand Extensions................241
CVA® and Co-Branding...................243
Conclusions.............................246
Chapter 9: Utilizing CVA® for Marketing Program
Decisions..........................247
Communications.........................249
CVA® and Communications ...............255
Using CVA® to Determine
Communications Spending................257
Pricing.................................259
CVA® and Pricing........................262
Using CVA® to Determine Pricing..........262
Pricing in Multiple Markets................265
CVA® and Distribution....................269
Conclusions.............................273
Contents s»
Chapter 10: Building the Marketing Accountability
Scorecard .........................275
General Practice.........................276
Use of Specific Marketing ROI Measures.....279
Searching for a Marketing Accountability
Scorecard...............................284
Conclusions.............................291
Chapter 11: Organizing to Manage CVA®..........293
How Individuals and Organizations Behave . . . 295
Task Clarity.............................297
Effort..................................299
Rewards...............................300
Capabilities.............................301
Environment............................307
Results.................................309
Conclusions.............................310
Endnotes..........................311
Index.............................329
|
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| id | DE-604.BV035487504 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T13:36:09Z |
| institution | BVB |
| isbn | 0136043321 |
| language | English |
| lccn | 2008040502 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017543939 |
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| physical | XX, 344 S. Ill. |
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| spellingShingle | Sexton, Donald E. Value above cost driving superior financial performance with CVA, the most important metric you've never used Marketing ram Valeur ajoutée ram Marketing Management Economic value added |
| title | Value above cost driving superior financial performance with CVA, the most important metric you've never used |
| title_auth | Value above cost driving superior financial performance with CVA, the most important metric you've never used |
| title_exact_search | Value above cost driving superior financial performance with CVA, the most important metric you've never used |
| title_full | Value above cost driving superior financial performance with CVA, the most important metric you've never used Donald E. Sexton |
| title_fullStr | Value above cost driving superior financial performance with CVA, the most important metric you've never used Donald E. Sexton |
| title_full_unstemmed | Value above cost driving superior financial performance with CVA, the most important metric you've never used Donald E. Sexton |
| title_short | Value above cost |
| title_sort | value above cost driving superior financial performance with cva the most important metric you ve never used |
| title_sub | driving superior financial performance with CVA, the most important metric you've never used |
| topic | Marketing ram Valeur ajoutée ram Marketing Management Economic value added |
| topic_facet | Marketing Valeur ajoutée Marketing Management Economic value added |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017543939&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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