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Survival Math for Marketers

Survival Math for Marketers

August 2002 | 144 pages | SAGE Publications, Inc
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.

Chapter 1. Your Credibility
It's Absolute and Definite (Maybe)  
A Few Definitions  
Why is This Important to Me?  
A Short True-False Quiz  
Reality and Perception  
The Numbers Control Us  
I Thought This Was a Math Book  
Chapter 2. Figures Never Lie, but Liars Figure
It's Absolute and Definite (Maybe), Part II  
Is "Actual" actually "Actual"?  
Debits and Credits  
The Chart of Accounts  
Double Entry  
Sales and Expenses  
It's an Accrual, Accrual World  
Chapter 3. Making a (Financial) Statement
How Are We Doing?  
The Balance Sheet  
The Income Statement  
Fiscal Years  
Chapter 4. Organizations, Measurements, and Standards
What Are We, Anyway?  
Different Purposes, Different Rulers  
Percentage of What?  
The Pitfalls of Precision  
Why Are We Looking Here?  
The Unseen Costs of Saving Money  
Too High? Too Low? What Standards?  
Chapter 5. An Economics Excursion
Economics, Science, Markets, and Demand  
Utility Is Not Just Gas  
The Economists' Curve  
Marketing and Elasticity  
Chapter 6. Pricing and Profitability
Pricing: Theory and Practice  
A True-False Quiz on Pricing  
What a "Price" Really Is  
There's More Than Price Involved in Price  
A Small digression on Quality  
Price vs. Cost  
Markups and Break-even  
Sensitive Pricing for Profit  
What is the Company's Objective?  
Pricing Policies You Should Have  
Pricing for Services  
Chapter 7. Costs and Profitability
Costs, Real and Imagined  
Cost Allocation  
Variable, Fixed, and Somewhere in Between  
Why a Toilet Seat Costs $600  
Over Whose Head?  
Is Overhead a Burden?  
Sunk and Avoidable Costs  
Marginal Costs  
Inventory and Stockturn  
A Cost Control Fallacy  
Fun with Depreciation and Amortization  
Chapter 8. Strategy: Break-Even and Profitability
Profit is Why We're Here  
Break Even  
Must Everything Break Even?  
Chapter 9. Cash
Cash Flow  
Source and Use of Funds  
Receivables and Payables: A/R and A/P  
Cash Flows and Cash Gaps  
Net Present Value  
Chapter 10. Budgets
What is a Budget?  
Basis for Budgets: Last Year, Percentage or Zero?  
The Fantasy Factor  
Cost Fudge and Revenue Cotton Candy  
Don't Just Divide By 12  
Revenues and Strategy  
Chapter 11. Just Look at the Statistics
Mean Stuff and Deviations  
That Average Just Moved!  
Appendix A - A Summary of Non-Magic Formulae
Appendix B - Sample Chart of Accounts

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ISBN: 9780761916321

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