Session 6 - MG 220 MBA - 2 Sep 10

Session 6 - MG 220 MBA - 2 Sep 10 - > Click to edit...

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Unformatted text preview: > Click to edit Master subtitle style MG 220 Marketing Management MBA 10 Fall 2010 Muhammad Talha Salam, Asst. Professor [email protected] Access it online: www.slideshare.net/talhasalam Part 2: Capturing Market Insights > Measuring Marketing Productivity > Forecasting and Demand Measurement Class Presentation | Session 6 | 2 Sep 2010 MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Measuring Marketing Productivity Concept • Accountability of Marketing programs & Marketing Management • Marketers should: – Be able to justify the marketing expenditures – understand and analyze “financials” of their activities – Review and analyze all kind of financial data particularly related to their activities MG 220 Marketing Management 22 MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Measuring Marketing Productivity Approaches • 2 Key Approaches: – Marketing Metrics – Marketing-Mix Modeling MG 220 Marketing Management 33 MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Measuring Marketing Productivity Marketing Metrics • Marketing Metrics is the set of measures that helps firms to quantify, compare and interpret their marketing performance • Used by marketers to design programs • Used by top management to decide on allocations MG 220 Marketing Management 44 MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Measuring Marketing Productivity Measuring Marketing Plan Performance • Four key tools used: 1. Sales Analysis 2. Market Share Analysis 3. Marketing Expense-to-sales Analysis 4. Financial Analysis MG 220 Marketing Management 55 MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Measuring Marketing Productivity Measuring Marketing Plan Performance 1. SALES ANALYSIS – Consists of measuring and evaluating actual sales in relation to goals – Sales Variance Analysis measures relative contribution of different factors to a gap in sales performance – Microsales Analysis looks at specific products, territories that failed to produce results MG 220 Marketing Management 66 MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Measuring Marketing Productivity Measuring Marketing Plan Performance 2. MARKET SHARE ANALYSIS – How well company is performing compared to competitors – Overall Market Share is the company’s sales expressed as a percentage of total market sales...
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Session 6 - MG 220 MBA - 2 Sep 10 - > Click to edit...

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