Personal Seling And Salesmanship (BCOS-186) - New

1. Cost-based pricing: price = cost + mark-up (cost-plus, target return). Simple but may ignore demand.
2. Demand/value-based pricing: price based on customer perceived value and willingness to pay; needs research.
3. Competition-based pricing: set price based on competitor level (going-rate); useful in similar products markets but may ignore own costs/value.

Firms often combine these approaches.

Ethical issues in digital marketing (any three):

1. Data privacy: collecting/using customer data without consent.
2. Spam: sending repeated emails/SMS without opt-in and unsubscribe option.
3. Manipulation: dark patterns that trick users into buying.

Also includes fake reviews and undisclosed influencer promotions.

Web analytics means measuring and analysing user behaviour on websites/apps to understand performance and improve marketing decisions.

Key KPIs for a digital campaign:

1. Traffic (sessions/users): how many people visited and from which sources (organic, social, paid).
2. CTR (Click-Through Rate): shows how attractive the ad/message is. Formula: CTR = (Clicks / Impressions) × 100.
3. Conversion rate: shows how well the landing page and offer convert visitors into desired actions. Formula: Conversion rate = (Conversions / Visits) × 100.
4. CAC (Customer Acquisition Cost): cost to acquire one new customer. Formula: CAC = Total marketing cost / New customers.
5. ROAS (Return on Ad Spend): revenue generated per unit ad spend. Formula: ROAS = Revenue from ads / Ad spend.

Interpretation:

• High CTR but low conversion rate indicates landing page/offer problems.
• High CAC with low ROAS indicates inefficient spend and needs optimisation.

Thus analytics helps in continuous improvement and ROI-focused decisions.