marketing

Examples of marketing in the following topics:

• The 4 P's of Marketing

• Types of Financial Markets

  • Examples of financial markets include capital markets, derivative markets, money markets, and currency markets.
  • There are many different ways to divide and classify financial markets: for example, into general markets and specialized markets, capital markets and money markets, and primary and secondary markets.
  • Stock markets and bond markets are two types of capital markets that provide financing through the issuing of shares of stock and the issuing of bonds, respectively.
  • A key division within the capital markets is between the primary markets and secondary markets.
  • While capital markets and money markets constitute the narrower definition of financial markets, other markets are often included in the more general sense of the word.

• Marketing Performance Metrics

  • Marketing metrics are numeric data that allow marketers to evaluate their performance against organizational goals.
  • Marketing metrics provide frameworks that public relations specialists, brand managers and marketing directors can use to evaluate marketing performance, as well as back their marketing plans and strategies.
  • By collecting and analyzing marketing metrics, brands can build their marketing performance in the following ways:
  • ROMI, a relatively new metric, is marketing contribution attributable to marketing (net of marketing spending), divided by the marketing "invested" or risked.
  • [Incremental Revenue Attributable to Marketing * Contribution Margin (%) - Marketing Spending] / Marketing Spending ($)

• Trends in Markets

  • A market trend is a putative tendency of a financial market to move in a particular direction over time.
  • The terms bull market and bear market describe upward and downward market trends, respectively, and can be used to describe either the market as a whole or specific sectors and securities .
  • A secular bear market consists of smaller bull markets and larger bear markets, while a secular bull market consists of larger bull markets and smaller bear markets.
  • A bear market is a general decline in the stock market over a period of time.
  • A market top (or market high) is usually not a dramatic event.

• Service Marketing Management and Metrics

  • Service marketing management oversees the implementation of marketing programs, while metrics measure their effectiveness and performance.
  • Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities.
  • Overseeing the successful development and execution of the marketing plan falls under service marketing management roles.
  • It is the responsibility of marketing managers--in the marketing department or elsewhere--to ensure that the execution of marketing programs achieves the desired objectives in a cost-efficient manner.
  • Explain how marketing management and metrics allow service organizations to implement and measure their marketing strategy

• The Importance of Evaluating Marketing Performance

  • Evaluating marketing performance guides future marketing initiatives and helps a company achieve its goals.
  • Marketing performance metrics or key performance indicators (KPIs) are useful not only for marketing professionals, but also for non-marketing executives.
  • From the chief executive officer to the vice president of sales, the senior management team needs marketing KPIs to gauge how marketing activities and spending impact the company's bottom line.
  • As marketers face more and more pressure to show a return on investment (ROI) on their activities, marketing performance metrics help measure the degree to which marketing spending contributes to profits.
  • Establishing marketing performance metrics is integral to helping brands satisfy customers, establishing a clear company image, being proactive in the market, and fully incorporating marketing into the company's overall business strategy.

• Methods for Evaluating Marketing Performance

  • KPIs, ROMI, and Accountable Marketing are all metrics that are used to track marketing performance.
  • Marketing Performance Measurement, Marketing Performance Management, Marketing Return on Investment (ROI), Return on Marketing Investment (ROMI), and Accountable Marketing are all metrics that companies use to connect marketing performance to the financial performance of the organization.
  • In order for marketing KPIs to be integrated within the business and management of the enterprise, and ensure consistency and reliability across the marketing mix, they must meet these minimum requirements:
  • Since marketing campaigns are typically integrated across all channels (e.g., print, email, and social media), these channels are measured together to understand the overall effect on target markets.
  • Companies using formalized methodologies continually gather and monitor marketing data to understand where the marketing plan is strong and where it needs improvement.

• Selecting Target Markets

  • Selecting and aiming marketing efforts to the correct target market for a product will help its success.
  • A well-defined target market is the first element to a marketing strategy.
  • While we have defined target markets in a general sense, it is still useful to discuss the characteristics of the primary types of markets: (1) consumer markets, (2) industrial markers, (3) institutional markets, and (4) reseller markets.
  • Marketers have outlined four basic strategies to satisfy target markets: undifferentiated marketing or mass marketing, differentiated marketing, concentrated marketing, and micromarketing or niche marketing.
  • Mass marketing - Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer.

• Calculating Market Share

  • Unit market share (%) = 100 * Unit sales(#) / Total Market Unit Sales(#)
  • Unit sales (#) = Unit market share (%) * Total Market Unit Sales (#) / 100
  • Total Market Unit Sales (#) = 100 * Unit sales (#) / Unit market share (%)
  • -- Revenue market share: Revenue market share differs from unit market share in that it reflects the prices at which goods are sold.
  • However, market share is not a perfect proxy of market dominance.

• Market Share

  • For a very basic example, let's look at the market for baubles.
  • Market share is the percentage of a market (defined in terms of either units or revenue) accounted for by a specific entity.
  • Market share is a key indicator of market competitiveness—that is, how well a firm is doing in terms of its competition.
  • However, increasing market share may be dangerous for makers of fungible hazardous products, particularly products sold into the United States market, where they may be subject to market share liability.
  • Although market share is likely the single most important marketing metric, there is no generally acknowledged best method for calculating it.