Posted: April 17th, 2015

Marketing Management

Assignment question is below:
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The measurement of marketing activity is essential if marketing strategy and its performance is to be properly evaluated. Marketing metrics are discussed throughout your textbook and in this unit. They are also an important aspect of marketing reporting which the Australian Marketing Institute (A.M.I.) has sought to assist member companies to use. Their use has been studied by various academic researchers (see Google Scholar and your textbook for examples) with findings reported concerning the use of such metrics. Nevertheless, it seems that marketing metrics are not universally used by marketing organisations.

Your task is to examine and discuss perceived differentiation as it relates to branding. You are to indicate how this metric is used (academic and professional papers), and suggest why marketing management place such importance on this aspect of marketing. You are expected to indicate the benefits to both marketing organisations (e.g., profit/not-for-profit/government and other institutions) and their customers following a review of the aforementioned literature.