exam 2 - Marketing Accountability: the management of...

 Marketing Accountability: the management of resources and processes to
achieve measurable increases in both return on marketing investment and
efficiency while increasing the value of the organization in compliance with all
legal requirements.
o Challenges of Implementation: Lack of leadership support, financial
support, technology, time and knowledge, and confidence.
 76% of marketers think marketing has changed more in the past two years than
in the past 50.
 Marketing Measurement: collecting and evaluating marketing metrics to
determine the effectiveness of marketing activities in fulfilling customer,
organizational, and marketing objectives.
o Previous Efforts: Brand Awareness and Intention to Purchase
o Current Efforts: Advertising and Sales Performance
 Key Performance Indicators:
o Average revenue per customer
o Cost to acquire a new customer
o Cost to retain a customer
 Advertising Measurement: collecting and evaluating advertising metrics to
determine the effectiveness of an advertisement or advertising campaign in
fulfilling customer, organizational, and marketing objectives.
 Advertising Effectiveness:
o Strategically—Communication Objectives
 Informing Customers
 Call to Action
o Behaviorally—Awareness
 Brand Attributes: Quality and Convenience
 Brand Health: the collective consumer perceptions, attitudes, and expectations
for a brand resulting from historical and current brand experiences.
 Return on Marketing Investment (ROMI): the impact on business performance
resulting from executing specific marketing activities.
 Monitoring brand health is best done using a social media dashboard .
 Retailing: all activities involved in selling, renting and providing products and
services to ultimate consumers for personal, family or household use.
 Retail Strategies: the decisions to be made regarding the establishment and
ongoing operations of a retailer.
 The Retailing Mix: consists of the activities related to managing the store and the
merchandise in the store, which includes retail pricing, store location, retail
communication, and merchandise.
 Omnichannel Retailing: Providing a seamless, consistent, and integrated
customer experience across all channels. It enables shoppers to buy any
product, any time, and anywhere, return products in any channel, buy online and
pick up in store.
 Automotive dealers are the type of retailers that are considered the largest with
the highest sales.

 30%-50% of a product’s cost is attributed to distribution costs which include
freight and storage expenses, along with the profits earned by wholesalers and
retailers.