Chapter #2: Marketing Metrics & Marketing Profitability

Question 1

What 4 steps are required to track market performance and profitability?

Answer 1

• Market analysis (tools and data)
• MKT metrics (performance measures)
• MKT profits & MKT ROI
• Company and business investment/unit profits

Question 2

Why is it important to track marketing metrics?

Answer 2

Is what we’re doing working?

Question 3

List the financial metrics

Answer 3

Profit and profit contribution
Profit margin
ROI

Question 4

What type of metric is “profit and profit contribution” categorised as?

Answer 4

Financial

Question 5

What type of metric is “profit and margin” categorised as?

Answer 5

Financial

Question 6

What type of metric is “ROI” categorised as?

Answer 6

Financial

Question 7

What are two profit growth strategies?

Answer 7

Market growth strategy - bringing more customers into the market

Market share strategy - Market penetration

Question 8

List the behavioural metrics

Answer 8

Sales

Market share

Market penetration

Purchase frequency

Share of category requirements (SCR)

Solely loyal customers (100% loyal)

Defection rate

Customer complaints & recommendations

Question 9

What type of metric is “sales” categorised as?

Answer 9

Behavioural

Question 10

What type of metric is “market share” categorised as?

Answer 10

Behavioural

Question 11

What type of metric is “market penetration” categorised as?

Answer 11

Behavioural

Question 12

What type of metric is “purchase frequency” categorised as?

Answer 12

Behavioural

Question 13

What type of metric is “share of category requirements (SCR)” categorised as?

Answer 13

Behavioural

Question 14

What type of metric is “solely loyal customers - 100% loyal” categorised as?

Answer 14

Behavioural

Question 15

What type of metric is “defection rate” categorised as?

Answer 15

Behavioural

Question 16

What type of metric is “customer complaints and recommendations” categorised as?

Answer 16

Behavioural

Question 17

List the memory metrics

Answer 17

Brand awareness

Brand image associations

Mental availability

Attitude

Customer satisfaction and service quality

Intention to buy

Question 18

What type of metric is “brand awareness” categorised as?

Answer 18

Memory

Question 19

What type of metric is “brand image associations” categorised as?

Answer 19

Memory

Question 20

What type of metric is “mental availability” categorised as?

Answer 20

Memory

Question 21

What type of metric is “attitude” categorised as?

Answer 21

Memory

Question 22

What type of metric is “customer satisfaction and service quality” categorised as?

Answer 22

Memory

Question 23

What type of metric is “intention to buy” categorised as?

Answer 23

Memory

Question 24

List the physical availability metrics

Answer 24

Number of distribution points

Hours of opening

Geographical coverage (distribution and delivery)

Number of display points in store

Number of shelves devoted to the brand

Question 25

What type of metric is "number of distribution points" categorised as?

Answer 25

Physical Availability

Question 26

What type of metric is "hours of opening" categorised as?

Answer 26

Physical Availability

Question 27

What type of metric is "geographical coverage (distribution and delivery)" categorised as?

Answer 27

Physical Availability

Question 28

What type of metric is "number of display points in store" categorised as?

Answer 28

Physical Availability

Question 29

What type of metric is "number of shelves devoted to the brand" categorised as?

Answer 29

Physical Availability

Question 30

Why do we track marketing activity metrics?

Answer 30

To measure and track the successfulness of the marketing strategies that are implemented (and measure ROI)

Question 31

List the customer profile metrics

Answer 31

(used to define all the different buyers in a category - the target audience) Age, gender, income Who the buyers are where they live What media they consume Where/when/how they shop

Question 32

What type of metric is "age, gender, income" categorised as?

Answer 32

Customer Profile Metrics

Question 33

What type of metric is "who the buyers are" categorised as?

Answer 33

Customer Profile Metrics

Question 34

What type of metric is "where they live" categorised as?

Answer 34

Customer Profile Metrics

Question 35

What type of metric is "what media they consume" categorised as?

Answer 35

Customer Profile Metrics

Question 36

What type of metric is where/when/how they shop categorised as?

Answer 36

Customer Profile Metrics

Question 37

Why are marketing benchmarks important?

Answer 37

So that we can measure the successfulness of initiatives relative to past success