MKT Effectiveness: Metrics for Effective Strategic Marketing (Strategic…
MKT Effectiveness: Metrics for Effective Strategic Marketing
Document how individual marketing activities measured by financial performance
planning future activities to define potential customers and their neeeds, combining strengths with potential customer segments, long-time and useful relations between the Company and public
Uses segmenation, targeting or positioning
Typology of MS
PROSPECTOR, DEFENDER, ANALYSER
Integrated mkt organization
Financial output measures.
Comparing mkt activities with the costs of implemented them
Non financial.assess outputs.
Ex. Market share, customer satisfaction, Brand equity
Analyses resource absorption
Macrodimensions of efficiency, affectiveness and adaptiveness
Total number of customers; Customer satisfaction; Perceived quality; Loyalty.
Awareness of goals (vision); Appetite for learning; Number of initiatives in process
. Profit; Turnover; Marketing expenses; ROI, ROMI; EVA
Customer satisfaction; Number of visitors; Loyalty
Customer lifetime value; Customer retention; Share of wallet
. Market share; Advertising rate; Losses towards competitors
Mkt variables control