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Measuring marketing productivities

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Dominic Mackenzie
Dominic Mackenzie
MarketingNegóciosNotícias e política
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Measuring marketing productivities Prepared 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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