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Reading 19: Measuring success (Key Marketing Measures (Awareness (brand…
Reading 19: Measuring success
Marketing measures of success
Criticism
Short-term focus
Difficulty isolating marketing contribution from other factors
Change in environment
Competition
Monitor & evaluate marketing efforts & brand
Key Marketing Measures
Awareness (brand recall & recognition)
Market share
Gross margin
Number of new products
Sales
Relative price
Customer dissatisfaction
Profit/profitability
Customer satisfaction
Distribution/availability
Other measures of marketing success
Brand equity
Kapferer, 2012
Spontaneous brand recall
Evoked set (part of buyer's consideration set)
Brand recognition
Brand consumption
Customer equity
Statistical modelling
Evaluation difficulties
Using multiple measures
Full picture
Materiality matrix
Social, economic & environmental impact
Prioritisation
Business success vs stakeholder importance
Short & long term
Financial & non-financial
Time frames
Balance taking into a/c short term & long term
:keycap_ten:
