How can we evaluate the effectiveness of marketing initiatives undertaken by the marketing manager?

How can we evaluate the effectiveness of marketing initiatives undertaken by the marketing manager?

We can evaluate it on the basis of:

a.External factors: like the economic and social environment, the competitors, the government policies (whether compatible to all of these or not)

b.Cost benefits: whether the organisation is obtaining maximum profits at the minimum cost or not.

c.Feedback : whether the feedback systems of the company are reliable enough or not. Eg. If a particular email generated response from a large number of customers it is a sign of a sound feedback system.

d.Long term oriented: the marketing initiatives undertaken by the marketing manager should be long term oriented and should not cater to the organisation and its customers just for the short run. This is essential for the continuity and survival of the organisation’s business.