EGEL Plus Mercadotecnia cheat sheet

Strategic marketing planning aligns mission, objectives, strategies, tactics, budgets, and controls across corporate, business-unit, and functional levels.

Ansoff matrix growth options are market penetration, market development, product development, and diversification; risk generally rises from penetration to diversification.

BCG matrix classifies business units as stars, cash cows, question marks, or dogs using market growth rate and relative market share.

Porter generic strategies are cost leadership, differentiation, and focus; a firm failing to choose one clearly risks becoming stuck in the middle.

SWOT analysis pairs internal strengths and weaknesses with external opportunities and threats to derive SO, ST, WO, and WT strategies.

A market definition describes customer needs and served segments, not the product; a too-narrow definition risks missing substitutes.

SMART objectives are specific, measurable, achievable, relevant, and time-bound.

A marketing plan contains situation analysis, objectives, target markets, positioning, marketing mix, budget, timetable, and control metrics.

Market share = company sales / total market sales × 100; relative market share = company share / largest competitor share.

Market research process: define the problem and objectives, design the research, collect data, analyze data, and report findings.

Secondary data are collected for another purpose; primary data are collected specifically for the current decision.

Qualitative research explores motivations with small non-probabilistic samples; quantitative research measures with larger samples and statistical analysis.

Probability sampling gives each population element a known nonzero selection chance; nonprobability sampling does not support sampling-error estimates.

Sample size for a proportion: n = z² p(1 − p) / e²; use p = 0.5 for maximum variance when unknown.

Measurement scales: nominal (labels), ordinal (rank), interval (equal distances, arbitrary zero), and ratio (true zero).

Reliability concerns consistency across repetitions; validity concerns whether the instrument measures the intended construct.

Margin of error for a proportion at 95% confidence is approximately 1.96 × √(p(1 − p) / n).

A chi-square test compares observed and expected frequencies in cross-tabulations; it tests association, not causation.

Consumer decision process: need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior.

Maslow hierarchy: physiological, safety, social, esteem, and self-actualization needs; lower needs generally dominate until satisfied.

Effective segmentation criteria: measurable, accessible, substantial, differentiable, and actionable.

Segmentation bases include demographic, geographic, psychographic, and behavioral variables.

Targeting strategies: undifferentiated, differentiated, concentrated, and micromarketing.

Positioning is the place a brand occupies in the target customer's mind relative to competitors.

Cognitive dissonance is post-purchase discomfort from conflicting beliefs; it rises with high price and low perceived choice.

Reference groups and opinion leaders influence consumer choices through informational, utilitarian, and value-expressive influence.

Involvement moderates decision effort: high involvement favors extended problem solving; low involvement favors habit or variety seeking.

Product levels: core benefit, actual product, and augmented product; services add intangibility, inseparability, variability, and perishability.

Product life cycle stages: introduction, growth, maturity, and decline; profit typically peaks near late growth or early maturity.

Price elasticity of demand = % change in quantity demanded / % change in price; |E| > 1 is elastic.

Break-even quantity = fixed costs / (unit price − unit variable cost).

Penetration pricing sets a low launch price to gain share; price skimming sets a high launch price to capture willingness to pay.

Distribution intensity options: intensive, selective, and exclusive; intensity should match purchase frequency and service needs.

Channel margin = (selling price − channel cost) / selling price × 100; margins compound along the channel.

AIDA model: attention, interest, desire, action; it sequences promotional messages toward purchase.

Push promotion targets channel members; pull promotion targets final consumers to stimulate demand.

Sales funnel stages: prospecting, qualification, presentation, objection handling, closing, and follow-up.

Sales force size = total workload hours required / selling hours available per salesperson.

A quota is a performance target by volume, revenue, margin, or activity; quotas should be specific and attainable.

Territory design balances workload, potential, travel time, and account coverage to reduce gaps and overlaps.

Conversion rate = sales / qualified leads × 100; it measures funnel effectiveness at a defined stage.

Cost per sale = total selling cost / number of sales; compare with contribution margin per sale.

Sales compensation mixes salary, commission, and bonus; higher commission share increases pay-for-performance risk.

Pipeline metrics include lead count, stage conversion, sales cycle length, average deal size, and win rate.

CRM systems centralize customer data, interactions, and pipeline activity to support segmentation and follow-up.

Digital funnel: reach, engagement, consideration, conversion, retention, and advocacy.

SEO earns organic search visibility; SEM buys paid search placements; both target keyword intent.

CTR = clicks / impressions × 100; CPC = cost / clicks.

Conversion rate = conversions / sessions × 100; micro-conversions indicate intermediate progress.

CAC = total acquisition cost / new customers acquired; LTV = average margin per customer × retention period.

ROAS = revenue from ads / ad spend; it ignores margin, so profitable ROAS depends on contribution margin.

Email metrics: open rate, click-through rate, conversion rate, bounce rate, and unsubscribe rate.

Attribution assigns credit to touchpoints; last-click overvalues closing channels, while multi-touch spreads credit.

E-commerce metrics include average order value, cart abandonment rate, and repeat purchase rate.