市场效率调查报告(英文版BY罗兰贝格).pdf

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1、Marketingefficiency2002:RelevanceandapproachesfromtheperspectiveofGermanmarketingmanagersMainfindingsMunich,April22,2002MUC-97002-043-04-02-G_E.ppt1Surveyofmarketingefficiency2002Ðsummary(1)¥68%ofallinterviewedcompaniessaythatmarketingefficiencyisacruci

2、alchallengeformostcompanies,particularlyforlargecompaniesoperatinginmarketingintensiveindustriessuchasconsumergoods¥71%ofallcompaniesalsoindicatethattheefficiencypressureonmarketingactivitieshassignificantlyriseninthepastthreeyears.Thedecliningefficienc

3、yofclassicmedia,theincreasednumberofmarketingtoolsavailable,andthemacro-economicsituationarelikelycausesoftheincreasedpressure¥Thecompaniesarenotsatisfiedwiththeefficiencyoftheirmarketingactivities:-3outof10companiesseesavingspotentialofmorethan10percen

4、tintheirmarketing/communicationbudget;atthesametime,34percentofcompaniesplanonmakingbudgetcutsin2002-Oneinsevencompaniesperceivepotentialtoincreasesalesofmorethan5percentthroughmoreefficientmarketing¥Thesefindingsdemonstratethatthereisconsiderablepressu

5、retoact,sincetheareaofmarketingandcommunicationisobviouslyfacedwithseriousefficiencyproblemsincomparisonwithotheroperativefunctionsMUC-97002-043-04-02-G_E.ppt2Surveyofmarketingefficiency2002Ðsummary(2)¥RolandBergerStrategyConsultantshaveidentifiedfourba

6、rrierstoefficiencyinthisregard:-Barrier1:Lackoftransparency-Barrier2:Notargetedmarketingbudgetingprocedure-Barrier3:Nouseofinnovativeefficiencylevers-Barrier4:Lackofsuccessmeasurement¥Aroundonethirdofallcompanieshavenoorverylittleoverviewoftheirmarketin

7、gcosts(barrier1)¥Onlyaroundhalfofthecompaniesinterviewedtakeasystematicapproachtodevelopingproperbudgetsformarketingindustries.Althoughcompaniesinindustrieswithtraditionallyhighmarketinginvestmentssuchasconsumergoods,telecommunications,andIThaveamoresys

8、tematicapproach,onlyaround70%ofcompaniesaresystematic(barrier2)¥Innovativeapproachesandbestpracticesinefficiencyimprovement(e.g.bundlingvolumesandprintingtimesinthecaseofprintproducts)areonlytakenbyaminorityofcompaniestodate(barr