6.4 - Measuring effectiveness of the marketing mix
- Created by: Daniel Graham
- Created on: 28-05-20 18:12
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- 6.4 - Measuring the marketing mix
- Product
- Sales analysis
- Comparison of sales volume
- Value against forecasts
- Industry norms & competitors
- Cost analysis
- Breakdown of marketing activities to see which has been most effective
- Market Share
- Measuring sales volume
- Number of new products developed
- This may be a measure of success
- Repeat Purchases
- Sales analysis
- Price
- Margin
- What margin is achieved on each sale?
- Discount levels
- Common in B2B marketing
- Comparisons with competitors
- Price must maintain position in the mind of customers
- Margin
- Promotion
- Brand Awareness
- How much awareness raised from each campaign?
- Media Coverage
- How much positive PR across various media?
- Cost per contact
- TV advertising is expensive but effective
- Sales/call ratios
- Number of calls made
- Enquiries Generated
- Brand Awareness
- Place
- Costs
- Costs associated with using one channel over another
- Volume of sales
- Business Growth
- Stock levels
- Complaints
- Customer satisfaction
- Costs
- Product
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