CFMP cheat sheet

STP order is segmentation → targeting → positioning; a positioning statement follows: For [target], [brand] is the [frame] that [benefit] because [reason to believe].

SMART objective test: Specific, Measurable, Achievable, Relevant, Time-bound; an objective without a metric and deadline fails the test.

SWOT: strengths and weaknesses are internal and controllable; opportunities and threats are external and less controllable.

Ansoff matrix: market penetration (existing product/existing market), product development (new product/existing market), market development (existing product/new market), diversification (new product/new market).

Porter's five forces: rivalry among existing competitors, threat of new entrants, threat of substitutes, supplier bargaining power, buyer bargaining power; greater combined force pressure generally means lower industry profit potential.

BCG matrix: stars (high growth/high share), cash cows (low growth/high share), question marks (high growth/low share), dogs (low growth/low share).

Market share (%) = company sales ÷ total market sales × 100.

Marketing plan sequence: situation analysis → objectives → target market and value proposition → marketing mix → budget → measurement controls.

Primary data are collected for the current research question; secondary data already exist, such as census data, published reports, and internal records.

Qualitative research (focus groups, interviews) explores why and how; quantitative research (surveys, experiments) measures how many and how much.

Probability samples (simple random, systematic, stratified, cluster) permit statistical inference; nonprobability samples (convenience, quota, judgment) do not.

Margin of error at 95% confidence for a proportion: MOE ≈ 1.96 × √[p(1−p)/n].

Required sample size for a proportion: n = z²p(1−p)/e²; larger n reduces margin of error.

Survey question rules: avoid leading, double-barreled, and ambiguous items; pretest the questionnaire before full launch.

Focus groups use a trained moderator and group interaction; findings are directional and are not statistically projectable.

A/B test: randomly assign units, change one variable, define a primary metric, and require adequate sample and significance before deciding.

Segmentation bases: demographic, geographic, psychographic, behavioral; a usable segment must be measurable, accessible, substantial, differentiable, and actionable.

4 Ps: product, price, place (distribution), promotion.

Price elasticity E = %ΔQd ÷ %ΔP; |E|>1 elastic, |E|<1 inelastic, |E|=1 unit elastic.

Break-even units = fixed costs ÷ (unit price − unit variable cost).

Penetration pricing sets a low launch price to build share; skimming sets a high launch price to capture early adopters.

Cost-plus pricing = unit cost + markup; value-based pricing starts from customer-perceived value, not cost.

Product life cycle stages: introduction, growth, maturity, decline; maturity typically has intense competition and price pressure.

Distribution intensity: intensive (many outlets), selective (chosen outlets), exclusive (limited outlets).

Channel conflict types: horizontal (same level), vertical (different levels); disintermediation removes an intermediary.

Deposit and loan pricing must consider interest-rate risk, net interest margin, and customer sensitivity to rate changes.

IMC rule: one clear brand message and consistent claims across paid, owned, and earned channels.

AIDA: Attention → Interest → Desire → Action; use for sequencing creative and calls to action.

CTR (%) = clicks ÷ impressions × 100.

Conversion rate (%) = conversions ÷ visitors (or opportunities) × 100.

CPC = total cost ÷ clicks; CPM = total cost ÷ impressions × 1,000.

CAN-SPAM: no deceptive subject or header, identify the message as an ad, include a postal address, provide opt-out, and honor it within 10 business days.

TCPA: prior express written consent is generally required for autodialed or prerecorded marketing calls and texts to mobile numbers; maintain internal do-not-call compliance.

Email metrics: open rate = opens ÷ delivered; click rate = clicks ÷ delivered; bounce rate = bounces ÷ sent; unsubscribe rate = unsubscribes ÷ delivered.

Reach = unique people exposed; frequency = average exposures per reached person; impressions = total exposures.

UDAAP prohibits unfair, deceptive, or abusive acts or practices; review all claims, fine print, and omissions in consumer financial marketing.

Reg DD (Truth in Savings): advertise APY accurately; rate or yield claims trigger additional disclosures; “free” or “no fee” claims require disclosed conditions.

Reg Z (Truth in Lending): advertise APR and finance charge accurately; triggering terms such as down payment or monthly payment require additional disclosures.

FDIC: deposit ads generally must state “Member FDIC”; never imply non-deposit products such as securities, annuities, or mutual funds are FDIC-insured.

ECOA/Reg B and the Fair Housing Act prohibit discriminatory advertising and require adverse action notices; avoid exclusionary words or images in credit ads.

RESPA Section 8 prohibits kickbacks and unearned fee splits for settlement service referrals.

GLBA privacy: provide initial and annual privacy notices and opt-out rights for sharing nonpublic personal information with nonaffiliates where required.

Marketing ROI (%) = (incremental profit − marketing investment) ÷ marketing investment × 100.

CAC = total acquisition spend ÷ new customers acquired; NPS = % promoters (9–10) − % detractors (0–6).