MKT101A - Marketing Fundamentals: Metrics Proposal and Reflection

This report, focusing on Marketing Fundamentals (MKT101A), delves into the crucial aspects of marketing metrics and their application in evaluating marketing plan effectiveness. The assessment analyzes the marketing metrics used by Darlo country club, exploring competitor analysis, customer analysis, and customer feedback as key controlling tools. The report highlights the significance of measurable values in gauging marketing channel effectiveness, reflecting on the marketing process and the lessons learned from previous assessments, including situational analysis, segmentation, targeting, positioning, and marketing mixes. The report also emphasizes the importance of metrics in assessing marketing proposals and controlling techniques. By examining these elements, the report provides a comprehensive understanding of how marketing metrics contribute to creating effective marketing strategies and improving overall marketing plans.

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Marketing Fundamentals

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Contents
Introduction......................................................................................................................................3
Marketing Metrics...........................................................................................................................4
Reflection on the marketing process................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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Introduction
This assessment related to the marketing metrics and various tools of monitoring used in
the marketing process. The several recommendation strategies also described in this report. This
report includes the stage 4 of the marketing plan, which describes the key marketing metrics,
which make the effective marketing plan. The report includes a reflection on the marketing
process learned through the assessments. The Darlo country club used in the discussion of the
report. The marketing metrics are measurable values that used to make the marketing process
effective. These metrics are briefly described in this report.

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Marketing Metrics
The measurable values that used to show the effectiveness of marketing channels in an
organization are known as marketing metrics. The marketing team of Darlo country club used
these metrics to show marketing effectiveness. Different system tools are used in the marketing
process and related with the marketing metrics (Milichovsky and Simberova, 2015) The three
major marketing controlling tools are competitor analysis, customer analysis and customer
feedback. The description of controlling tools are discussed below-
 Competitor Analysis
The organization need to analyze their competitors in the marketing process so that they
can maintain their own business and manages the profitability of the business (Wrenn and
Mansfield, 2014)The business needs to analyze the products, services and marketing
strategy of the competitor to attract the new customers. There are different marketing
metrics used for the competitor analysis, which are to monitor the competitor’s rankings,
to monitor the competitor’s social media mentions, monitor competitor’s unhappy clients
and monitor the customer questions (Neiger, et al., 2012). These metrics are used to
analyze the competitors and gain more profits in the market.
 Customer Analysis
The customer analysis is another process to determine the marketing process and this
describes the customers that related to the specific organization. This can give the proper
data of the customers, which is used in the marketing process (Lilleker, 2015) The several
key metrics used to evaluate the customer analysis, which is the cost per action, return on
investment and customer lifetime value. These metrics provide several advantages to the
growth of the business.
 Customer Feedback
The feedback of customers is also included in the controlling techniques. This help in
taking customer opinions regarding products and services. The customer feedback invites
the customers to fill the survey and this can improve the attraction of the customers. The
marketing metrics by which the customer feedback evaluate are customer satisfaction,

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customer effort score, customer acquisition cost and churn. All these metrics can help to
determine the marketing metrics of the customer feedback (Farris, et al., 2015)

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Reflection on the marketing process
With this marketing process, I have learned about the several marketing strategies used
by the Darlo country club to improve the marketing process in the organization. The marketing
plan is discussed in this assessment, which includes the several aspects used in the marketing
plan. This assessment 4 describes the metrics of the marketing that helps to evaluate the several
marketing proposals and the controlling techniques used in the marketing. I have learned several
key metrics of marketing that used to evaluate the controlling tools and techniques
(Mullakhmetov, et al., 2016). Assessment 1 describes the situational analysis that helps to
determine the current situation of the business. This marketing plan includes several processes of
marketing that help to make the marketing process effective. I have learned the analysis of every
situation of the business with the first assessment.
The second assessment describes the three key aspects of the marketing, which are
segmentation, targeting and positioning. These aspects are very essential in the marketing plan
and it improves the marketing process. I have earned several marketing mixes with the third
assessment and it describes the several marketing mixes, which clearly defines the several
processes of the marketing mix. The fourth assessment describes the marketing metrics that help
to analyze the several marketing concepts that improve the overall marketing plan.

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Conclusion
This assessment describes the key marketing metrics that help to analyze the several
concepts of marketing that create effectiveness in the marketing process. The marketing metrics
are the measurable values that define the several controlling tools of the system. The marketing
process includes several controlling tools that define the marketing tools used by the specific
organization. The assessment also discussed the reflection that defines the complete marketing
plan included in all of the four assessments. The marketing metrics are very essential for the
marketing plan, which used to measure the marketing effectiveness in the organization.

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References
Farris, P., Bendle, N., Pfeifer, P., & Reibstein, D. (2015). Marketing metrics: The manager's
guide to measuring marketing performance. New Jersey: FT Press.
Lilleker, D. G. (2015). Interactivity and branding: Public political communication as a marketing
tool. Journal of Political Marketing, 14(1-2), 111-128.
Milichovsky, F., & Simberova, I. (2015). Marketing effectiveness: Metrics for effective strategic
marketing. Engineering economics, 26(2), 211-219.
Mullakhmetov, K. S., Sadriev, R. D., Gabidinova, G. S., & Akhmetshin, E. M. (2016). Control in
marketing-based management. Academy of Marketing Studies Journal, 20(2), 13-19.
Neiger, B. L., Thackeray, R., Van Wagenen, S. A., Hanson, C. L., West, J. H., Barnes, M. D., &
Fagen, M. C. (2012). Use of social media in health promotion: purposes, key
performance indicators, and evaluation metrics. Health promotion practice, 13(2), 159-
164.
Wrenn, B., & Mansfield, P. M. (2014). Marketing planning guide. London: Routledge.