2.3 Company Level Net Marketing Contribution and Marketing ROI (Figure 2-13)
- For a company of interest, obtain the required inputs from the company's annual report. Evaluate the company's marketing profitability and how it contributes to net profit before taxes.
- How would marketing profits and net profit change if sales increased by 25 percent?
- Evaluate the profit impact of a strategy in which the percent margin is increased by 5 points and marketing and sales expenses are increased by 2 percentage points.