Indicators of the Effectiveness of Marketing
An important task of marketing research is the evaluation of the effectiveness and efficiency of marketing activities. Management companies require marketers increasingly rigorous reporting and substantiation of expenses. Tired of the high and steadily increasing marketing costs, executives are naming the following as marketing : failed new products and failed advertising campaigns, too many phone calls and expensive campaign that are created to stimulate sales but fail to do so.
Marketing research is partly able to solve the problem of accountability of marketing. Consider the basic approach to evaluating the effectiveness of marketing activities - a system of performance marketing.
Performance indicators of marketing - the criteria by which companies quantify, compare, and interpret the results of its marketing activities. Brand managers are using these indicators, or metrics, program design, and top managers - in the allocation of financial resources. If the marketer can show how the money will give the effect of his proposed measures, which means he can no longer justify the allocation of appropriate resources to senior management.
Performance indicators can be internal marketing, i.e., refer to the company's internal environment and external, that is, relate to the external environment of the company. In turn, internal and external indicators are divided into:
• Current - continuously varying parameters, which require continuous monitoring, and are often carried out with the help of a marketing information system.
• Final - indicators that are used as marketing the company's goals and evaluated, as a rule, for the quarter, half, or year.
Let’s consider the most popular domestic rates.
Current domestic rates:
• defect rate of products
• degree of knowledge of the company's goals of personnel
• timeliness of delivery
• errors in billing
• inventory turnover
It is advisable to keep in mind key indicators that are not directly related to
Marketing research is partly able to solve the problem of accountability of marketing. Consider the basic approach to evaluating the effectiveness of marketing activities - a system of performance marketing.
Performance indicators of marketing - the criteria by which companies quantify, compare, and interpret the results of its marketing activities. Brand managers are using these indicators, or metrics, program design, and top managers - in the allocation of financial resources. If the marketer can show how the money will give the effect of his proposed measures, which means he can no longer justify the allocation of appropriate resources to senior management.
Performance indicators can be internal marketing, i.e., refer to the company's internal environment and external, that is, relate to the external environment of the company. In turn, internal and external indicators are divided into:
• Current - continuously varying parameters, which require continuous monitoring, and are often carried out with the help of a marketing information system.
• Final - indicators that are used as marketing the company's goals and evaluated, as a rule, for the quarter, half, or year.
Let’s consider the most popular domestic rates.
Current domestic rates:
• defect rate of products
• degree of knowledge of the company's goals of personnel
• timeliness of delivery
• errors in billing
• inventory turnover
It is advisable to keep in mind key indicators that are not directly related to