•Current - continuously varying parameters, which require continuous monitoring, and are often carried out with the help of a marketing information system.
•Final - indicators that are used as marketing the company's goals and evaluated, as a rule, for the quarter, half, or year. Let’s consider the most popular domestic rates.
Current domestic rates:
•defect rate of products
•degree of knowledge of the company's goals of personnel
•timeliness of delivery
•errors in billing
It is advisable to keep in mind key indicators that are not directly related to marketing activities. For example, estimating the percentage of defective products and participating in the task to reduce the reject rate, the marketer, thus reducing production costs, which in turn can reduce the price of the product. A price control is one of the essential tasks of the marketer. Timeliness of delivery can improve customer loyalty and forms in their eyes the image of a reliable and punctual company. The degree of knowledge of the objectives of the company allows staff to make the right decisions in complex ambiguous situations. And, most often benefit from such solutions is primarily a consumer. The final internal indices:
•net profit (income)
•return on sales
•margin per unit of output
•return on assets
These figures can be attributed to the financial. The marketer should be aware of the dynamics of their growth or decline. Financial performance could not be more eloquently and accurately described as the company's activities in general and the marketing department. Of course, to a direct relationship between the magnitude of these parameters and the degree of effectiveness of the marketing department can not, however, the negative trend indicators will clearly indicate the true chosen strategy of the company and, accordingly, a lack of effectiveness of the marketing department.
The most popular external indicators include the following.
1.Current external indicators:
•degree of customer satisfaction
•the number of complaints
•the total number of customers
•loyalty, retention rates
•intention to buy
•awareness of the product
The presented figures are difficult to translate into a financial equivalent. How, for example, brings the company's customer loyalty? Therefore, these parameters are estimated separately, according to a specific, produced for a specific company, the system scales. Also, the absolute values are used, for example, to measure the number of complaints or the total number of customers, and the relative...