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Marketing Metrics
Tim Ambler
Tim Ambler
As noted above, market-oriented, customerfocused companies are more profitable in the long
term than those primarily concerned with
production, the bottom line or other stakeholders.
And market-oriented companies can be identified
by the attention they give to marketing metrics
(Ambler 2000).
Marketing Metrics
Summer 2000
Tim Ambler
Figure 1
Marketing
activities
Trade customer/Retail
branch
Consumer intermediate
Financial results
Consumer behaviour
Competitive
market
Marketing Metrics
Table 1
Metric
% of firms
giving very
important
rating
Loyalty/retention
Relative perceived quality
Consumer satisfaction
Number of complaints (level of dissatisfaction)
Total number of customers
Relative price (market share value/volume)
Market share (volume or value)
Perceived quality/esteem
Awareness
Distribution/availability
% where
reaches board
67
62
47
45
40
38
37
36
28
18
% where
measured at all
51
53
36
30
37
35
34
32
28
12
64
63
68
69
66
70
78
64
78
66
Table 2
Measured by
Relative satisfaction
Consumer preference or
satisfaction relative to averagem
for market/competitor(s). The
competitive benchmark should
be stated.
Commitment
Relative perceived
quality
Relative price
Availability
Distribution eg value-weighted
percent of retail outlets carrying
the brand
Summer 2000
Tim Ambler
Marketing Metrics
performance too.
Table 3
Culture
Outcomes
Summer 2000
Tim Ambler
References
Ambler, Tim (2000 forthcoming) Marketing and the
Bottom Line: Health Drives Wealth, London: FT
Prentice Hall
Blaug, Mark (ed) (1991) St Thomas Aquinas (12251274) Aldershot, England: Edward Elgar Publishing