HOW CAN MARKETERS ASSESS THEIR RETURN ON INVESTMENT OF MARKETING EXPENDITURES?

RETURN OF INVESTMENT ON MARKETING EXPENDITURES IS ASSESSED BY MARKETING METRICS.

MARKETING EXECUTIVES LOOK

ON

THE CMO OF MARY KAY, RHONDA SHASTEEN FOCUSES ON TOUR LONG-TERM STRENGTH METRICS—MARKET

AWARENESS, CONSIDERATION, TRAIL &I 2-MONTH BEAUTY CONSULTANT

PRODUCTIVITY —AS WELL AS NUMBER OF SHORT-TERM PROGRAMS SPECIFIC

METRIC LIKE AD IMPRESSIONS.

PORTER GALE (VP MARKETING), LOOKS AT A BROAD SET OF ONLINE METRICS-COST PER

ACQUISITION, COST PER CLICK, AND COST PER I000 PAGE

IMPRESSIONS.

IDEA CELLULAR, PLAYER IN INDIAN MARKET, USES ANNUAL

REVENUE PER USE, REALIZATIONS PER MINUTE, AND RETENTION OF CUSTOMERS AS AN KEY METRICS

TO MEASURE PERFORMANCE.

FIRMS SHOULD ASK FIVE QUESTION TO THEMSELVES

DO YOU ROUTINELY RESEARCH CONSUMER BEHAVIOR AND

WHY CONSUMERS BEHAVE THAT WAY?

DO YOU ROUTINELY REPORT THE RESULTS OF THIS

RESEARCH TO THE BOARD IN A FORMAT INTEGRATED WITH

FINANCIAL MARKETING METRICS?

DO YOU COMPARE THE RESULTS WITH THE LEVELS PREVIOUSLY FORECASTED IN THE BUSINESS PLANS?

DO YOU ALSO COMPARE THEM WITH THE LEVELS ACHIEVED BY YOUR KEY COMPETITOR USING

THE SAME INDICATORS?

DO YOU ADJUST SHORT- TERM PERFORMANCE ACCORDING TO

THE CHANGE IN YOUR MARKETING BASED ASSETS?

Marketing executives look Five question

CREDIT

Philips kotler

Marketing Management : a south Asian perspective

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Prof. Sameer Mathur IIM-L

Marketing Management : DR. Ajeet Kumar Shukla

Slideshare.net

PRESENTATION BY

B. COM, MAHATMA GANDHI KASHI VIDYAPITH

VARANASI

INTERN IIM-L (MARKETING MANAGEMENT)

MENTOR: PROF. SAMEER MATHUR

kumarajeet50@gmail.com

THANK YOU