Managing the Marketing Effort / Measuring and Managing Return on Marketing Investment

How can a marketing analysis be carried out?
Through a SWOT-analysis, which points out the Strenghts, Weaknesses, Opportunities and Threats.
Report
Which 5 steps have to be taken in order to help the company reach its overall strategic objectives?
1. Summary containing main goals and recommendations
2. Detailed SWOT-analysis
3. Objectives and issues supported by marketing strategy
4. Strategies for target market, marketing mix, marketing expenditure levels
5. Marketing budget
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What is operating control?
Ongoing performance of the annual plan and improving when necessary.
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What is strategic control?
Whether the company's strategies are in accordance with the opportunities available.
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What are 3 elements of measuring standard marketing performance?
1. Brand awareness
2. Market share
3. Sales
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What are 3 elements of measuring customer centered?
1. Customer acquisition
2. Lifetime value
3. Equity
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