Transcript
Measuring marketing productivitiesPrepared by: Sivozhelezov P.A.
Supervisor: Ivashkova N.I.
International Business School
Contents
Introduction
The Chain of Marketing Productivity
Elements of the chain
Practical examples
Sources
Introduction
Lack of accountability undermines marketers’ credibility
Effective measurement of MP is essential for establishing key role of marketing within the firm
Further research is subject essential
The Chain of MP
Strategies and tactics
Setting strategic direction for the firm
Concept of Marketing Investment
Creation of a ‘Differentiated brand’
Differentiated Brand
Charge higher prices
Attain greater market shares
DB are more responsive to advertising and promotion
DB have lower selling costs
Customer impact
Marketing actions influence customer loyalty, satisfaction, preference and purchase intention
Marketing Assets
Brand equity - the differential effect that brand knowledge has on consumer or customer response to the marketing of that brand
Keller, 2002
Financial World and Interbrand
Apple($98,3b) and Google($93,2b)
Market Impact
Long-term impact vs. Short term impact
Sales promotion(ST)
Service quality improvements & Advertising(LT)
Financial impact
Marketing expenditures are considered investments
ROI
Impact on the value of the firm
Brand extension announcements lead to abnormal ROS
Brand equity reduces financial risk and related to lower cost of capital and thus to higher market capitalization
Practical examples
Watch the sales numbers before, during and after each campaign
Practical examples
Using customer surveys
Practical examples
Monitoring website analytics
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