Market Focus

How Can Companies Measure the Profit Impact of Their Marketing Budget

The marketing and sales of expense are the basis of a marketing budget and includes these expenses: Company & product advertising, sponsorships, social media, trade shows, retailer promotions, sales & service expenses as well as all people expenses (salary, overhead, travel, etc.) associated with marketing & sales activities. Let’s first look at how companies traditionally […]

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Why Distributors & Wholesalers Are Thriving in an Era of E-commerce?

With more and more people shopping online, many have been predicting the demise of distributors and wholesalers. It was believed that manufacturers could bypass channel intermediaries such as distributors, wholesalers, and retailers by “selling directly” to customers. Theoretically, if customers could bypass distributors and retailers and buy direct from manufacturers it would lower costs, make

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How Does Product Positioning Drive Customer Strategy?

Product positioning is a systematic process to ensure that the benefits associated with the company’s offering meet the target customers’ most important needs in a way that (1) satisfies customers and (2) increases sales and profits for the company. The benefits not only include product attributes but also brand reputation, pricing, distribution, communication, and customer

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What Are Marketing Metrics?

Marketing metrics help a company measure its marketing performance. CMOs, marketing executives, brand managers and product managers can use marketing metrics to assess and demonstrate marketing’s contribution to a company’s sales and profitability [1]. As seen in Figure 1, a marketing metrics dashboard helps executives develop marketing strategies and relate them to marketing and company

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