Measuring+Marketing+Performance

Measuring+Marketing+Performance - Marketing Research...

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Marketing Research: Assessing Marketing Performance Texas State Taewon Suh, PhD
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The premise Marketing should be accountable. A core activity of marketing research is to monitor marketing performance. Marketing: “meeting needs profitably” (Kotler and Keller 2006)
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To improve shareholder value is the ultimate purpose of marketing? Silver metric ROI: return on (marketing) investment DCF: discounted cash flow – customer equity, customer lifetime value ROC: return on customer
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Financial measures do not satisfactorily deal with the marketing assets The bottom line for marketing performance should be the net profit or cash flow in the period attributable to marketing plus the improvement in brand equity.
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The chain of effects: Inputs  intermediate variables  behavioral variables  financial metrics The key is to see brand equity as a present asset which can be measured using past experience and current knowledge. A proxy for future net cash flows
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This note was uploaded on 01/18/2012 for the course MKT 3370 taught by Professor Staff during the Spring '09 term at Texas State.

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Measuring+Marketing+Performance - Marketing Research...

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