Session 6 - MG 220 MBA - 2 Sep 10

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

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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 talha.salam@nu.edu.pk 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 companys sales expressed as a percentage of total market sales...
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This note was uploaded on 10/24/2010 for the course BIT MG335 taught by Professor Davidlever during the Three '10 term at Australian National University.

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

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