1. Measuring marketing
productivities
Prepared by: Sivozhelezov P.A.
Supervisor: Ivashkova N.I.
International Business School

2. Contents
 Introduction
 The Chain of Marketing Productivity
 Elements of the chain
 Practical examples
 Sources

3. Introduction
 Lack of accountability undermines marketers’
credibility
 Effective measurement of MP is essential for
establishing key role of marketing within the firm
 Further research is subject essential

4. The Chain of MP

5. Strategies and tactics
 Setting strategic direction for the firm
 Concept of Marketing Investment
 Creation of a ‘Differentiated brand’

6. Differentiated Brand
 Charge higher prices
 Attain greater market shares
 DB are more responsive to advertising and promotion
 DB have lower selling costs

7. Customer impact
 Marketing actions influence customer loyalty,
satisfaction, preference and purchase intention

8. Marketing Assets
 Brand equity - the differential effect that brand
knowledge has on consumer or customer response to
the marketing of that brand
Keller, 2002
 Financial World and Interbrand
 Apple($98,3b) and Google($93,2b)

9. Market Impact
 Long-term impact vs. Short term impact
 Sales promotion(ST)
 Service quality improvements & Advertising(LT)

10. Financial impact
 Marketing expenditures are considered investments
 ROI

11. Impact on the value of the
firm
 Brand extension announcements lead to abnormal
ROS
 Brand equity reduces financial risk and related to
lower cost of capital and thus to higher market
capitalization

12. Practical examples
 Watch the sales numbers before, during and after
each campaign

13. Practical examples
 Using customer surveys

14. Practical examples
 Monitoring website analytics