Survival Math for Marketers

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Survival Math for Marketers

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  • 製本 Paperback:紙装版/ペーパーバック版/ページ数 128 p.
  • 言語 ENG
  • 商品コード 9780761916321
  • DDC分類 658.00151

Full Description


The key goal of Survival Math for Marketers is a solution to a common problem in business - namely, the lack of mathematics know-how among many business students and practitioners. There is an untapped `latent demand' in the marketing world from many people whose careers have been - or will be - thwarted because the math `haves' dominate the `have nots'. This book as an easy, fun, and inexpensive solution to this age-old problem.Survival Math for Marketers is designed to be a useful book for introductory marketing courses. It is clearly written, filled with good examples, illustrations and makes entertaining reading.

Table of Contents

Preface                                            ix
Your Credibility 1 (10)
It's Absolute and Definite (Maybe) 1 (2)
A Few Definitions 3 (1)
Why Is This Important to Me? 4 (1)
A Short True-False Quiz 5 (1)
Reality and Perception 6 (1)
The Numbers Control Us 7 (1)
Will the Auditors Protect Us? 8 (1)
I Thought This Was a Math Book 9 (2)
Figures Never Lie, but Liars Figure 11 (12)
It's Absolute and Definite (Maybe), Part II 11 (1)
Is ``Actual'' Actually ``Actual''? 12 (1)
Accounting Basics 13 (1)
The Chart of Accounts 14 (1)
Debits and Credits 15 (2)
Journals and Double Entry 17 (2)
The Two-Phase Transaction 19 (1)
Sales and Expenses 19 (2)
Revenue, Sales, and Income 21 (1)
It's an Accrual, Accrual World 21 (2)
Making a (Financial) Statement 23 (10)
How Are We Doing? 23 (1)
The Balance Sheet 24 (3)
The Income Statement 27 (3)
Fiscal Years 30 (3)
Organizations, Measurement, and Standards 33 (10)
How Are You Doing? 33 (1)
What Are We, Anyway? 33 (2)
Different Purposes, Different Rulers 35 (2)
Percentage of What? 37 (1)
The Pitfalls of Precision 38 (1)
Why Are We Looking Here? 38 (1)
The Unseen Costs of Saving Money 39 (1)
Too High? Too Low? What Standard? 40 (3)
An Economics Excursion 43 (6)
Economics, Science, Markets, and Demand 43 (1)
Utility Is Not Just Gas 44 (1)
The Economists' Curves 44 (3)
Marketing and Elasticity 47 (2)
Pricing and Profitability 49 (16)
Pricing: Theory and Practice 49 (1)
A True-False Quiz on Pricing 50 (1)
What a ``Price'' Really Is 50 (1)
There's More Than Price Involved in Price 51 (1)
A Small Digression on Quality 52 (1)
Price Versus Cost 52 (1)
Markups and Breakeven 53 (3)
Sensitive Pricing for Profit 56 (2)
Marginal Revenue 58 (1)
What is the Company's Objective? 59 (2)
Pricing Policies You Should Have 61 (2)
Pricing of Services 63 (2)
Costs and Profitability 65 (20)
Costs, Real and Imagined 65 (1)
Variable, Fixed, and Somewhere in Between 66 (1)
Cost Allocation 67 (4)
Why a Toilet Seat Costs $600 71 (3)
Direct and Indirect Costs, or, Over Whose 74 (1)
Head?
Is Overhead a Burden? 75 (1)
Sunk and Avoidable Costs 75 (1)
Out-of-Pocket Costs 76 (1)
Marginal Costs 77 (1)
Inventory and Stockturn 78 (3)
LIFO and FIFO 81 (1)
A Cost Control Fallacy 81 (1)
Fun with Depreciation and Amortization 82 (1)
Can We Really Measure Advertising Costs? 83 (2)
Strategy: Breakeven and Profitability 85 (8)
Profit Is Why We're Here 85 (1)
Sales and Profits 86 (1)
Breaking Even 86 (2)
Fixed Costs and Profitability 88 (2)
Must Everything Break Even? 90 (3)
Cash 93 (8)
Cash Flow 93 (1)
Source and Use of Funds 94 (1)
Sources of Funds 94 (2)
Application of Funds 96 (1)
Receivables and Payables: A/R and A/P 97 (1)
Cash Flows and Cash Gaps 98 (2)
Net Present Value 100(1)
Budgets 101(8)
What Is a Budget? 101(1)
Basis for Budgets: Last Year, Percentage, 102(1)
or Zero?
The Fantasy Factor 103(1)
Cost Fudge and Revenue Cotton Candy 104(1)
Don't Just Divide By 12 105(1)
Revenues and Strategy 106(3)
Just Look at the ``Sadistics'' 109(6)
Mean Stuff and Deviations 109(3)
That Average Just Moved! 112(1)
A Few Final Words 113(2)
Appendix A: A Summary of Nonmagic Formulae 115(10)
Operations Formulas 116(3)
Profitability Formulas 119(1)
Financial Ratios 120(3)
Marketing Ratios 123(2)
Appendix B: Sample Chart of Accounts 125(3)
About the Author 128