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Market Based Performance (2).ppt

Market Based Performance (2).ppt - Market-Based Performance...

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Market-Based Performance 1
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Copyright Roger J. Best, 2012 Marketing Metrics and Marketing Profitability  Marketing Metrics  are at the core of a market-based business striving to achieve profitable  growth.    Tracking Marketing Performance  to Profit Performance Impact Understand the importance of  marketing metrics       Measure marketing profitability   and Marketing ROI    Manage marketing profitability How to measure and benchmark  Marketing ROI  and Marketing ROS 2
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Market Versus Financial Performance Financial measures may not provide an external or market-based view of performance Market-based performance Marketing performance metrics Marketing profitability Market orientation 3
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Company  Performance  and the Importance  of Marketing Metrics In this section we will look at  financial performance  and the  role marketing metrics play in providing a broader view of  overall company performance. Marketing Metrics and Marketing Profitability  4
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Company Performance  How would you rate this company’s performance over the last 3  years?   Good, average, or poor?  5
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The Importance of Marketing Metrics Marketing metrics provide a different view of company performance. How would  you rate the marketing performance shown above? Good, average, or poor?  6 Customer Satisfaction Customer life time value
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External Market Performance  The market is growing faster than company sales. This means the company is losing  market share, but is likely unaware without utilizing these market metrics. 7
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The Importance of Marketing Metrics  Analytics: The measurement devices or data used to create metrics. Metrics: The specific measures of performance. For Example: The measurement system used to measure customer satisfaction is a Marketing metrics Analytic . A Customer Satisfaction Index of 72 and % Very Satisfied of 20% are Marketing Metrics . Copyright Roger J. Best, 2012 8
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Copyright Roger J. Best, 2012 A Well-Balanced Performance Profile  Financial Metrics: These are internal performance metrics. Marketing Metrics: These are external performance metrics. Why are both Important? Internal View of Performance External View of Performance 9
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Profit Impact of Marketing Metrics   Most marketing metrics  have high correlation with  profitability. Businesses that perform  well on these marketing  performance metrics are  considerably more  profitable.  Why would a business  with higher relative service  quality be more profitable? 10
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Customer Focus  Why are forward-looking performance metrics especially important?  11
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In-Process Versus End-Result In- process metrics are leading indicators of financial performance End-result metrics correspond closely to financial performance 12
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Internal Performance Metrics In-Process Metrics
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