〈畅销书籍〉130罗兰贝格－市场效率调查.pdf

Marketing efficiency 2002: Relevance and approaches from the perspective of German marketing managers Main findings Munich, April 22, 2002 MUC-97002-043-04-02-G_E.ppt 1 Survey of marketing efficiency 2002 – summary (1) ? 68% of all interviewed companies say that marketing efficiency is a crucial challenge for most companies, particularly for large companies operating in marketing intensive industries such as consumer goods ? 71% of all companies also indicate that the efficiency pressure on marketing activities has significantly risen in the past three years. The declining efficiency of classic media, the increased number of marketing tools available, and the macro-economic situation are likely causes of the increased pressure ? The companies are not satisfied with the efficiency of their marketing activities: - 3 out of 10 companies see savings potential of more than 10 percent in their marketing/communication budget; at the same time, 34 percent of companies plan on making budget cuts in 2002 - One in seven companies perceive potential to increase sales of more than 5 percent through more efficient marketing ? These findings demonstrate that there is considerable pressure to act, since the area of marketing and communication is obviously faced with serious efficiency problems in comparison with other operative functions MUC-97002-043-04-02-G_E.ppt 2 Survey of marketing efficiency 2002 – summary (2) ? Roland Berger Strategy Consultants have identified four barriers to efficiency in this regard: - Barrier 1: Lack of transparency - Barrier 2: No targeted marketing budgeting procedure - Barrier 3: No use of innovative efficiency levers - Barrier 4: Lack