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How can marketers assess their return on investment of marketing expenditures

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Sameer Mathur
Sameer Mathur

8. HOW CAN MARKETERS ASSESS THEIR RETURN ON INVESTMENT OF MARKETING EXPENDITURES ? CHAPTER-3, SCANNING THE MARKETING ENVIRONMENT, FORECASTING DEMAND, AND CONDUCTING MARKETING RESEARCH. KOTLER MARKETING MANAGEMNET

Marketing
1 of 9
HOW CAN MARKETERS ASSESS THEIR RETURN ON INVESTMENT OF ?
THEY ARE LIKE INSTRUMENT PANELS IN CAR OR PLANE. IT WILL FOCUS THINKING, IMPROVE INTERNAL COMMUNICATIONS,
FOUR COMMON MEASUREMENT MARKETERS ARE PURSUING :- 1. CUSTOMER METRICS PATHWAY 2. UNIT METRICS PATHWAY 3. CASH-FLOW METRICS PATHWAY 4. BRAND METRICS PATHWAY
1. CUSTOMER METRICS PATHWAY LOOKS AT HOW PROSPECTS BECOME CUSTOMERS, FROM AWARENESS TO PREFERENCE TO TRIAL TO REPEAT PURCHASE.
2. UNIT METRICS PATHWAY REFLECTS THAT MARKETERS KNOW ABOUT SALES OF PRODUCT/SERVICE UNITS.
3. CASH-FLOW METRICS PATHWAY FOCUSES ON HOW WELL MARKETING EXPENDITURE ARE ACHIEVING SHORT-TERM RETURNS.
4. BRAND METRICS PATHWAY TRACKS DEVELOPMENT OF LONGER-TERM IMPACT OF MARKETING THROUGH BRAND EQUITY MEASURES THAT ASSESSES BOTH THE PERCEPTUAL HEALTH OF BRAND FROM CUSTOMERS AS WELL AS OVERALL FINANCIAL HEALTH OF THE BRAND.
These slides were created by NANDINI GUPTA, AKGEC Ghaziabad, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow
How can marketers assess their return on investment of marketing expenditures

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How can marketers assess their return on investment of marketing expenditures

  • 1. HOW CAN MARKETERS ASSESS THEIR RETURN ON INVESTMENT OF ?
  • 2. THEY ARE LIKE INSTRUMENT PANELS IN CAR OR PLANE. IT WILL FOCUS THINKING, IMPROVE INTERNAL COMMUNICATIONS,
  • 3. FOUR COMMON MEASUREMENT MARKETERS ARE PURSUING :- 1. CUSTOMER METRICS PATHWAY 2. UNIT METRICS PATHWAY 3. CASH-FLOW METRICS PATHWAY 4. BRAND METRICS PATHWAY
  • 4. 1. CUSTOMER METRICS PATHWAY LOOKS AT HOW PROSPECTS BECOME CUSTOMERS, FROM AWARENESS TO PREFERENCE TO TRIAL TO REPEAT PURCHASE.
  • 5. 2. UNIT METRICS PATHWAY REFLECTS THAT MARKETERS KNOW ABOUT SALES OF PRODUCT/SERVICE UNITS.
  • 6. 3. CASH-FLOW METRICS PATHWAY FOCUSES ON HOW WELL MARKETING EXPENDITURE ARE ACHIEVING SHORT-TERM RETURNS.
  • 7. 4. BRAND METRICS PATHWAY TRACKS DEVELOPMENT OF LONGER-TERM IMPACT OF MARKETING THROUGH BRAND EQUITY MEASURES THAT ASSESSES BOTH THE PERCEPTUAL HEALTH OF BRAND FROM CUSTOMERS AS WELL AS OVERALL FINANCIAL HEALTH OF THE BRAND.
  • 8. These slides were created by NANDINI GUPTA, AKGEC Ghaziabad, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow