Hanssen eller Hoeffler

Question 1

What is the goal with marketing?

Answer 1

Marketing aims to create and stimulate favorable customer attitudes with the goal of ultimately boosting customer demand

Question 2

What is the chain of marketing productivity?

Answer 2

Marketing aims to influence costumer attitude and boost costumer demand.
Demand will generate sales and profit for the brand, which can enhance market position and financial value.

Question 3

How are the relationsip between the different metrics?

Answer 3

They are compex and nonlinear and average correlations are below 0,5.

Question 4

What is the canesquens of the implies causality in the chain of marketing productivity?

Answer 4

It increases the pressure for good performance metricscausal links between metrics and marketing actions, and effective communication to demonstrate the value of a firm’s marketing.

Question 5

Vad är problemet på många marketing avdelningar?

Answer 5

Att olika delar har olika mål och sammanhållningen är dålig.

Question 6

What is effectiveness?

Answer 6

Effectiveness refers to the ability to reach the goal

Question 7

What is efficiency?

Answer 7

efficiency refers to the ability to reach the goal with the lowest resource usage.

Question 8

How can the value of marketing be expressed?

Answer 8

Either in terms off effectiveness or efficiency

Question 9

What is the risk of short termism /efficency in marketing?

Answer 9

short-term profitability, but the repeated use of such tactics is known to erode brand equity over a longer time span

Question 10

How does strategy stand in relation to marketing theory expectations?

Answer 10

strategic actions (presumably by senior managers) follow marketing theory expectations, whereas tactical actions (presumably by junior managers) often violate research recommendations

Question 11

What is the problem with focusing on marketing tactics?

Answer 11

the focus on marketing tactics benefits the organization’s accountability and profitability but rarely creates sustained business growth, which is a more strategic objective

Question 12

What is the critique pf using historical data?

Answer 12

Limitation in capturing reasons why, causal connections.

Question 13

What does the communication of marketing value require?

Answer 13

(1) communicating multiple objectives in marketing dashboards,
(2) adapting communication to the style of the decision
maker,
(3) adapting communication to the marketing
organization.