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Running head: MARKETING 1Marketing – Article DeconstructionAngelia Lawson • Assignment u3a1Capella University
MARKETING – ARTICLE DECONSTRUCTION Marketing – Article DeconstructionThis assessment will focus on reviewing, analyzing and providing an evaluative summaryof the following marketing articles – The metrics that marketers muddleby Neil T. Bendle and Charan K. Bagga; Breakthrough Brands 2017by L. Gallagher and team; and lastly Demonstrating the Value of Marketingby Dominique M. Hanssens and Koen H. Pauwels. As such, it is the objective to aptly dissect each article, thereby providing a solid review to adequately disseminate the information contained within and the manner in which marketing plays a core function in a business’s failure or success as related to the MEAL Plan. The MEAL Plan is the toolkit in which an individual and/or organization is able to define the main idea (M), evidence (E), analysis (A), and the linkage (L) of the information contained within varying resource material, such as the articles listed above. Upon conducting the MEAL Plan on the assigned articles, a case study analysis will be discussed utilizing information found within a MarketLine Report of Fortune 500 company – The Walt Disney Company. Lastly, this assessment will summarize the key points and evidentiary support to align the information contained within.Theory – Article DeconstructionThrough a solid analysis of the articles in question, it is essential to identify those core points from each article and ensure the MEAL Plan is identified. To do so, it is important to ascertain that the authors of each article have opted to utilize a different approach to the marketing metric that they believe will best provide an effective marketing tactic to business success. As an example, Hassens and Pauwels (2016), as well as, Bendle and Bagga (2016) bothidentify the challenges in marketing values and how poor metrics can negatively impact said organizations ability to act in a strategic manner for operational growth. Whereas, Gallagher, et. 2
MARKETING – ARTICLE DECONSTRUCTION al. (2016) concentrate their efforts on maintaining a mindset that technology plays an integral role in a business’s success and advantage within the competitive market.The Metrics that Marketers MuddleWithin their article, Bendle and Bagga reflected on the manner in which a business’s executive management team will incorporate the five key marketing metrics into operations. Said metrics include – net promoter score, value of a “like”, market share, return on investment (ROI) and consumer lifetime value (Bendle, N. T., & Bagga, C. K., 2016). Moreover, they reflected on the concept that a large challenge within business marketing was said business having the evidentiary support to demonstrate its overall value to the organization. Often times, a business fails to adequately justify its marketing metrics which in turn negatively impact said organizations ability to act in a strategic manner for operational growth. Through their research,

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Term
Spring
Professor
Adrienne Isakovic
Tags
Marketing, L Gallagher

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