13. Implementing/Monitoring the Strategy

Question 1

Once a marketing strategy is in place, what must be done ?

Answer 1

Once a marketing strategy is in place :

• Constant reviewing to make sure it’s working.
• Consider making changes to strategy or objectives.
• If necessary, marketing may need to be abandoned and product withdrawn if objectives are unmet.

Question 2

How is the success of a marketing campaign measured ?

Answer 2

Measurement of the success of the marketing campaign :

• Sales figures, profits, hits on website.
• Positive feedback from individuals or focus group.
• Eye-tracking to analyze how consumers view websites, store layout, ads.