Methods for Evaluating Marketing Performance KPIs, ROMI, and Accountable Marketing are all metrics that are used to track marketing performance. LEARNING OBJECTIVES Illustrate the purpose and characteristics of marketing performance evaluation methods KEY TAKEAWAYS Key Points When evaluating marketing performance, companies should measure marketing outcomes from the consumers ‘ points of view, include all marketing activities, measure across a continuous time period, and meet statistical and technical criteria required of… Read More »Methods for Evaluating Marketing Performance

Marketing Performance Metrics Marketing metrics are numeric data that allow marketers to evaluate their performance against organizational goals. LEARNING OBJECTIVES Summarize how marketing metrics impacts company operations and goals KEY TAKEAWAYS Key Points Marketing metrics have different elements of measurement, including net sales billed, number of product or design registrations, and brand surveys to measure brand awareness. By monitoring and analyzing marketing performance metrics, brands can increase their competitive intelligence,… Read More »Marketing Performance Metrics

Evaluating Marketing Performance The Importance of Evaluating Marketing Performance Evaluating marketing performance guides future marketing initiatives and helps a company achieve its goals. LEARNING OBJECTIVES Review the importance of performance evaluation from a marketing perspective KEY TAKEAWAYS Key Points Ideally, marketing performance measurement should be a logical extension of the planning and budgeting exercise that happens before a company’s fiscal year. Marketing performance metrics or key performance indicators (KPIs) are… Read More »Importance of Evaluating Marketing Performance

Marketing as an Entrepreneurial Force Many firms task their marketing teams to promote a culture of entrepreneurial thinking via initiatives in and outside the organization. LEARNING OBJECTIVES Relate entrepreneurial marketing practices and thinking to a corporate environment KEY TAKEAWAYS Key Points Intrapreneurship, a form of employee entrepreneurship, represents corporate management styles that integrate risk taking and innovative approaches, as well as reward and motivational techniques traditionally aligned with entrepreneurship. Entrepreneurial… Read More »Marketing as an Entrepreneurial Force

Types of Marketing Careers Jobs in marketing reflect the diverse marketing mix and the array of business tools used to address customer concerns and increase brand awareness. Regardless of their role or function, marketers must present information to target audiences; increase consumer and customer demand; and differentiate products against market competition. Marketing positions that support these functions include: Field marketing managers conduct promotions in the field. Field marketing is historically… Read More »Types of Marketing Careers

Careers in Marketing The marketing field provides a wide range of careers for professionals in brand management, PR, and communications. LEARNING OBJECTIVES Give examples of careers in marketing and what they do for the organization KEY TAKEAWAYS Key Points Most roles and functions in marketing involve presenting information to target audiences, increasing consumer and customer demand, and differentiating products against market competition. Field marketing managers, brand managers, PR specialists, and… Read More »Careers in Marketing

Consumer Awareness Consumer awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. LEARNING OBJECTIVES Discuss the impact on consumer awareness as it relates to brand awareness and a company’s profitability KEY TAKEAWAYS Key Points Brand recall and consumer recognition are the two components comprising brand awareness. Brand awareness is an essential part of brand development, helping the brand… Read More »Consumer Awareness

The Global Economy Increased global competition, financial flows and internet technologies are some of the driving forces behind global marketing strategies. LEARNING OBJECTIVES Outline the changes that are included in a shift to a global marketing perspective KEY TAKEAWAYS Key Points Domestic marketing strategies are increasingly limited to small- and medium-sized companies in niche markets. The “Four P’s” of marketing – product, price, placement, and promotion – must all be… Read More »global marketing strategies

Influence on the Entire Supply Chain Marketing can play a key role in integrating supply chain processes and promoting collaboration between different stakeholders. LEARNING OBJECTIVES Show the impact that marketing has on supply chains, both operational and marketing types KEY TAKEAWAYS Key Points Supply chains are crucial functions that allow brands to translate customer demand into product fulfillment and market delivery. As communication professionals, marketing promotes collaboration between buyers and… Read More »Marketing can play a key role in integrating supply chain processes and promoting

The Importance of Marketing Societal Role and Nonprofits Non-profit marketing focuses on goals in education, youth development, environmental protection, healthcare, poverty and spirituality. LEARNING OBJECTIVES Identify, from a marketing perspective the societal role of non-profit organizations as stand alone organizations and in collaboration with for profit companies, and how a marketing message can be used as a benefit to consumers and society KEY TAKEAWAYS Key Points While for- profit organizations… Read More »The Importance of Marketing