CASE ANALYSIS

Jun 22nd, 2015
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Marketing effectiveness is the quality with which managers go on the market to optimize their spending in order to achieve good results in short-term and long-term period.

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CASE ANALYSISMarketing effectiveness is the quality with which managers go on the market to optimize their spending in order to achieve good results in short-term and long-term period. According to Mavondo (2004) it is the ability of the organization to meet short-term goals that might positively impact financial performance such as increasing market share, increasing sales, improving gross margin, successful new product introduction. For measurement of marketing there are important metrics. Metric is defined as the ability to evaluate economic performance using a comprehensive set of indicators (financial or non-financial). And it is good to know that for the measurement of overall performance should be to use two types of indicators- financial and non-financial.According to Covin Hall, Smalt (1998) the effectiveness of marketing campaign can be quantified using Non-financial metrics like customer service, market performance, innovation, goal achievement, customer retention and employee involvement.According to Llonch, Eusebio, Ambler, (2002) the Marketing metrics could be divided into six basic groups .Viz., Financial indicators (turnover, profit margins, profitability ratios), Measurement of market (market share, the share of advertising, promotional share) , Measurement of customer behavior (loyalty, penetration, number of newly acquired customers) , Measuring the movement of customers (customer satisfaction, ability to recognize the brand) Measurement of di

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