Marketing return on investment (or marketing ROI) refers to a measure of the marketing productivity of a marketing investment– calculated by dividing net marketing contribution by marketing expenses.
Marketing ROI = Net marketing contribution / Marketing expenses
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Cannilbalization refers to the situation in which one product sold by a company takes a portion of its sales from other company products.
- Purchase decision
Purchase decision is the buyer’s decision about which brand to purchase.
- Concentrated marketing
Concentrated marketing (or niche marketing) is a market-coverage-strategy in which a firm goes after a large share of one or a few segments or niches.
- Supplier search
Supplier search is a stage of the business buying process in which the buyer tries to find the best vendors.
- Competitive-parity method
Competitive-parity method is a method that refers to set their promotion budgets to match competitors’ outlays. They monitor competitors’ advertising or get industry promotion...
- Standardized global marketing
Standardized global marketing refers to an international marketing strategy that basically uses the same marketing strategy and mix in all of the company’s international markets.
Weaknesses are internal elements that may interfere with a company ability to achieve its objectives.