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The meaning of using the metrics is to provide the diagnostic information for managers to improve the performance of brand and business. In addition, it also provides the practical and objective report for stakeholders to identify whether the marketing is accountable or not.
Nike is the global brand and also the number one sport brand in the world. Next, I will employ three appropriate marketing metrics to estimate and analyze how Nike qualifies marketing performance and achieving its goal.
Nike know about the Customer Life Value and capable of translating marketing effort into financial results. For example, the marketing strategies are not only focus on the shoes and equipment, but beyond them.
So, Nike is sport.
As a result, the image of caring enterprise is no doubt ensuring that each customer relationship remains profitable. Therefore, from Customer Lifetime Value perspective, it is a good strategy which is beneficial the company.
In terms of Customer Profile Metrics, Marketers should understand who their different buyers are, where they live and when they shop Iacobucci, Nike mostly focuses on three kinds of customers: Women, young athletes and runners, in which the primary targeted customer who are between years of age.
Nike has a very general targeted demographic and geographic segment, such as North America geography, Western Europe, China. Where the sales revenue experienced a significant increase. In terms of Marketing Activity Metrics, the significant strategy must be mentioned is the Nike Brand-Category Offense, meanwhile, it is important to measure how this strategy the company is actually doing.
Nike has been launching largest-ever presence at world cup, such as national team kits, new footwear and so on. It is number one position in U.
S, and top five in European markets.
It is obvious that Nike has powerful competitive advantages in their portfolio, including the innovative brands and products which closely relevant to target customers and their greatest athletes and teams.
Mason, Ohio, South-Western; Andover: Cengage Learning [distributor], Research on consumer behavior has had a strong history of important applications in arenas of managerial relevance.
One substantial success has been that related to brand equity, where consumer research has provided virtually all the theoretical and empirical support for the benefits and risks of. chapter 1. MARKETING: CONNECTING WITH CUSTOMERS. chapter OVERVIEW. Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
brand-name awareness, maintain a favorable brand image, perceive that the brand is of high quality, and are loyal to the brand. Among several brand equity models in the literature, this study uses the one constructed.
May 22, · the marketing evaluation on nike May 22, / lindalidan To judge the effects of marketing campaigns and assess the health of brands, marketing managers need measurement, such as the thorough metrics system which includes several elements: financial, buying behavior, memory, customer profile and marketing .
1. (economic definition) The difference between monetary transactions of one country with the rest of the world in a given time period. 2.
(global marketing definition) A record of all the economic transactions between a country and the rest of the world. brand equity model on Nike brand company background Founded in as blue Ribbon sport later on in as a (Nike,inc.) located near Beaverton, Oregon – .