Rentabilidad del marketing

|Laboratorio “Rentabilidad del Marketing” |
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|Guatemala, 20/08/2012.|

Laboratorio “Rentabilidad del Marketing”
Industria Automotriz

1. Contribución Neta del Marketing (CNM)HONDA
Marketing & Sales Expenses = Selling General and Administrative x 75% (gastos de marketing sugeridos por la lectura)


15,521,000 x 75% = $ 11,640, 750


NMC = GrossProfit – Marketing & Sales Expenses
24,649,000 – 11,640,750 = $ 13,008,250


NISSAN
Marketing & Sales Expenses = Selling General and Administrative x 75% (gastos de marketingsugeridos por la lectura)


15,139,163 x 75% = $11,355,372.25


NMC = Gross Profit – Marketing & Sales Expenses
24,410,084 - 11,355,372.25 = $13,054,711.75


TOYOTAMarketing & Sales Expenses = Selling General and Administrative x 75% (gastos de marketing sugeridos por la lectura)


22,352,000 x 75% = $16,764,000

NMC = Gross Profit –Marketing & Sales Expenses
26,673,000 – 16,764,000 = $9,909,000


2. Marketing Return on Sales (ROS)


HONDA
ROS = NMC/Total Revenue


13,008,250/96,581,000 = 13.5%NISSAN
ROS = NMC/Total Revenue


13,054,711.75/109,324,804 = 12%


TOYOTA
ROS = NMC/Total Revenue


9,909,000/225,818,000 = 4.4%



3.Marketing Return of Investment (ROI)


HONDA
ROI = NMC/Marketing & Sales Expenses


13,008,250/11,640, 750 = 112%


NISSAN
ROI = NMC/Marketing & Sales Expenses...