NAMU CMMU cheat sheet

Marketing mix = 4Ps: Product, Price, Place, Promotion; services extend to 7Ps adding People, Process, Physical evidence.

Exchange is the core condition of marketing: two or more parties, each with something of value, free to accept or reject, and able to communicate.

Needs are felt deprivations (physical, social, individual); wants are needs shaped by culture and personality; demand is wants backed by buying power.

STP sequence: segmentation → targeting → positioning; positioning precedes the rest of the mix, which is then designed to deliver it.

Product life cycle stages: introduction (low sales, negative profit), growth, maturity (peak sales, max competition), decline; strategy changes per stage.

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

BCG matrix: stars (high growth, high share), cash cows (low growth, high share, fund others), question marks, dogs (low/low, divest or harvest).

Customer perceived value = total customer benefit − total customer cost; satisfaction = perceived performance vs. expectations.

Marketing concept vs. selling concept: selling pushes existing products; marketing starts from customer needs and works backward to the product.

Research process: define problem → design → collect data → analyze → report; the problem definition determines everything downstream.

Exploratory research (qualitative, flexible) suits unclear problems; descriptive research measures frequencies and associations; causal research tests cause-effect.

Primary data is collected for the current problem (surveys, observation, experiments); secondary data already exists (government statistics, internal records) and is cheaper but may not fit.

Probability sampling: simple random, systematic, stratified, cluster - every unit has a known nonzero chance of selection. Non-probability: convenience, judgment, quota, snowball.

Sample size is driven by desired confidence level, margin of error, and population variability - not by population size once the population is large.

Measurement scales: nominal (labels), ordinal (rank), interval (equal distances, no true zero), ratio (true zero). Only interval and ratio permit means and standard deviations.

Reliability = consistency of a measure; validity = it measures what it claims. A measure can be reliable but invalid, never valid but unreliable.

Consumer decision process: need recognition → information search → evaluation of alternatives → purchase → post-purchase behavior (dissonance, satisfaction, disposal).

Buying roles in the decision unit: initiator, influencer, decider, buyer, user; the DMU may differ from the target audience for communication.

Brand equity is the differential value a brand name adds; Keller's CBBE pyramid: salience → performance/imagery → judgments/feelings → resonance.

Brand associations are stronger when distinctive, favorable, and consistently reinforced across touchpoints.

Brand architecture: house of brands, branded house, endorsed brands, hybrid; choice trades off focus vs. transfer of reputation.

Line stretching = lengthening an existing line (down-market, up-market, two-way); line filling = adding items within the current range.

Product levels: core benefit, actual product (features, design, quality, packaging), augmented product (warranty, delivery, installation).

Cannibalization is a risk of line extensions: new SKUs take sales from existing ones rather than adding incremental volume.

Brand positioning statement form: for [target], [brand] is the [frame of reference] that [point of difference] because [reason to believe].

Brand equity measurement: indirect (awareness, associations, attitudes) and direct (price premium, revenue premium, brand valuation models).

Paid-owned-earned media framework: paid (ads), owned (site, app, email list), earned (shares, reviews, press) - integrate all three rather than optimizing one.

Funnel mapping: awareness (display, video, social), consideration (search, content, retargeting), conversion (landing pages, email), retention (CRM, loyalty).

Search: SEO earns organic visibility via relevance, crawlability, and authority; SEM buys position via auction with quality score affecting cost per click.

Quality score in paid search combines expected click-through rate, ad relevance, and landing page experience; higher score lowers cost and raises rank.

Email metrics: open rate, click-through rate (CTR), conversion rate, unsubscribe rate; deliverability depends on list hygiene and sender reputation.

Social media metrics distinguish reach (unique people), impressions (views), engagement rate = engagements / reach, and share of voice.

Content marketing logic: attract via useful content, capture contact, nurture with sequences, measure by pipeline contribution not vanity metrics.

Attribution models (last click, first click, linear, time decay, data-driven) assign conversion credit differently; last-click systematically undervalues upper-funnel work.

A/B testing requires one variable, random assignment, a pre-defined sample size, and a decision rule fixed before the test runs.

Channel levels: zero-level (direct), one-level (retailer), two-level (wholesaler + retailer); more levels mean less control and more margin stacking.

Channel conflict: vertical (different levels, e.g., manufacturer vs. dealer) vs. horizontal (same level, e.g., two dealers); multi-channel and omnichannel raise conflict risk.

Push strategy targets intermediaries with trade promotion and personal selling; pull strategy targets end users with advertising and demand creation.

Sales force sizing: workload approach = (accounts × calls per account × call length) / selling time available per rep.

Sales management cycle: territory design → quota setting → recruitment → training → motivation/compensation → performance evaluation.

Compensation design: straight salary (control, service focus) vs. straight commission (motivation, volume focus) vs. salary-plus-incentive (mixed).

Pipeline management: qualify with explicit criteria, forecast by stage-weighted value, and define stage exit criteria to avoid inflated forecasts.

Key account management concentrates resources on customers with high strategic value; RFM (recency, frequency, monetary) is a common prioritization input.

ROI = (incremental profit − marketing investment) / marketing investment; incremental means net of what would have happened anyway.

ROAS = revenue attributable to campaign / campaign cost; unlike ROI it ignores margin, so ROAS > 1 can still be unprofitable.

Customer lifetime value (simplified) = average purchase value × purchase frequency × customer lifespan × margin; a discounted form uses CLV = margin per period / (churn rate + discount rate − growth rate).

CAC = total acquisition spend / new customers acquired; compare CAC with CLV, and payback period = CAC / monthly gross margin per customer.

Churn rate = customers lost in period / customers at start; retention rate = 1 − churn rate.

Cohort analysis tracks groups by acquisition period to separate genuine improvement from mix effects.

Incrementality testing (holdout groups, geo tests) answers whether the campaign caused the lift that attribution assigns to it.

Correlation is not causation; causal claims need randomization, control groups, or a credible natural experiment.

Dashboard hierarchy: one primary KPI, a few driver metrics, and diagnostic metrics; too many KPIs destroy decision value.

IMC principle: one consistent message and positioning across all touchpoints, with channel roles chosen by function, not habit.

AIDA model: Attention → Interest → Desire → Action; channels are assigned to the stage they can actually move.

Message strategy: cognitive (rational, features, price), affective (emotional, values), conative (behavioral, urgency). Match to involvement level.

Advertising budget methods: percentage of sales, competitive parity, objective-and-task (build the budget from the communication tasks required).

Media planning metrics: reach, frequency, impressions, GRP = reach % × average frequency, and effective frequency.

Sales promotion tools: discounts, coupons, sampling, contests, loyalty programs - fast short-term effect, risk of price-image erosion.

Public relations and publicity earn credibility at lower cost but offer less message control.

Pre-testing evaluates message before launch (copy tests); post-testing measures recall, attitude change, and sales lift after launch.

Communication budget should follow the buying cycle: long-cycle B2B needs sustained presence; impulse purchases favor reach bursts.

Porter's generic strategies: cost leadership, differentiation, focus; being stuck in the middle yields no defensible advantage.

Porter's five forces: supplier power, buyer power, threat of new entrants, threat of substitutes, rivalry - assess industry attractiveness.

SWOT is only useful when paired: strengths/weaknesses are internal, opportunities/threats external, and each pair generates strategy options.

Sustainable competitive advantage requires value, rarity, inimitability, and organizational support (VRIO).

Ethical frameworks in marketing: consequentialist (outcomes), deontological (duties and rights), virtue (character); disclosure and consent are baseline duties.

Unethical practices to recognize: deceptive claims, bait-and-switch, dark patterns, astroturfing, targeting vulnerable groups, greenwashing.

Data ethics: lawful basis for collection, purpose limitation, data minimization, transparency, and a right to opt out.

Regulatory landscape: consumer protection law, advertising standards on substantiation, and privacy regimes (e.g., GDPR) shape claims and data use.

Marketing plan structure: situation analysis → objectives (SMART) → strategy and segmentation → tactics and mix → budget → controls and contingency.