Relevance and approaches from the perspective of German marketing managers(英文版)(pdf 18页)

Relevance and approaches from the perspective of German marketing managers(英文版)内容提要：
Survey of marketing efficiency 2002 ?summary (1)
  68% of all interviewed companies say that marketing efficiency is a crucial challenge for most
companies, particularly for large companies operating in marketing intensive industries such as
consumer goods
  71% of all companies also indicate that the efficiency pressure on marketing activities has
significantly risen in the past three years. The declining efficiency of classic media, the
increased number of marketing tools available, and the macro-economic situation are likely
causes of the increased pressure
  The companies are not satisfied with the efficiency of their marketing activities:
- 3 out of 10 companies see savings potential of more than 10 percent in their
marketing/communication budget; at the same time, 34 percent of companies
plan on making budget cuts in 2002
- One in seven companies perceive potential to increase sales of more than 5 percent
through more efficient marketing
  These findings demonstrate that there is considerable pressure to act, since the area of
marketing and communication is obviously faced with serious efficiency problems in comparison
with other operative functions
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