Marketing Effectiveness: A Case Study
Marketing effectiveness is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results for both the short-term and long-term. It is also related to Marketing ROI and Return on Marketing Investment (ROMI). Marketing expert Tony Lennon believes marketing effectiveness is quintessential to marketing, going so far as to say It's not marketing if it's not measured. The concept of marketing effectiveness first came to prominence in the 1990s with the publication of Improving Marketing Effectiveness Shaw,R which won the 1998 Business Management Book of the Year Award. Marketing effectiveness has four dimensions: • Corporate – Each company operates within different bounds. These are determined by their …show more content…
Are management and staff able to distinguish the different segments?, the different opportunities which exist ? The ones to grasp? And so on. An airline which groups together customers whose needs are broadly similar is canying out the process of Market Segmentation. A number of variable are used for segmenting the market. However, some managers tend to over-concentrate on certain factors and areas, disregarding others. For example: A Some managers are technology-oriented, but may not take into account the airline's ability to manage this technology or the customer's requiremetits a Certain managers may be sales-oriented, believing that it is possible to sell anything Some managers may be driven by cost efficiency. That means they may place undue emphasis on price as the determinant of demand. b) Integrated and Effective Organization Total quantity can be achieved if each operating division has a clear view of customer needs that the customer is paramount. This view must be important by the stiff in these divisions and must be reflected in the service which they provide. It unnecessary for flexibility of information to exist within the airline. That is, information must flow
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