13. Implementing/Monitoring the Strategy

Question 1

Once a marketing strategy is in place, what must be done (3)?

Answer 1

• constant reviewing to make sure it’s working.
• consider making changes to strategy or objective.
• if necessary, marketing may need to be abandoned and product withdrawn if objectives are unmet.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 (3)?

Answer 2

• could be sales figures, profits, hits on website.
• positive feedback from individuals or focus group.
• eye-tracking to analyze how consumers view websites, store layout, ads.