Marketing Performance Assessment Research Articles

An integrated model of a prefabrication hub feasibility assessment: a Hong Kong case

Housing issues in densely populated, high-rise cities like Hong Kong place significant pressure on the local Housing Authority to devise effective housing strategies. In response to these challenges, prefabrication, promoting sustainable construction has gained traction, and addresses labour shortages, time constraints, safety concerns, and environmental impacts. However, cross-border logistics from Mainland China heighten supply chain disruptions and risks. Establishing a local prefabrication hub could mitigate these issues and streamline the construction process. There is a lack of research on standardized model solutions for prefabrication hub feasibility assessments, which is essential for objective project viability analysis. This article proposes an integrated model for assessing the feasibility of prefabrication hubs, considering financial, market performance, technical, social, and environmental aspects. The interrelationships among these five Key Performance Indicators (KPIs) were formulated as hypotheses. A questionnaire survey collected expert opinions from industry and academia on influential KPIs and their measurement items, followed by Structural Equation Modelling and interviews for hypothesis testing and validation. The assessment of market performance appears foundational, with ‘demand analysis for prefabricated components’ and ‘supply analysis’ as the most critical factors. These findings could serve as a basis for developing strategies for smoothly integrating prefabrication hubs into Hong Kong’s supply chain.

Integrated Multi-Income Stream Performance Dashboard: a Japanese Corporate Banking Case

In response to the complex operational challenges faced by Japanese Corporate Banking (JCB), arising from the coexistence of disparate core banking systems post-merger, this study aims to address inherent issues affecting marketing performance monitoring. The existing condition at JCB is characterized by data inconsistency, limited system interoperability, and fragmented income tracking through multiple Excel reports and management systems. Recognizing the gaps in the current setup, the research question revolves around how to enhance marketing performance monitoring effectively. The research objectives, therefore, encompass the development and implementation of a tailored integrated report utilizing the CRISP-DM methodology. This innovative performance dashboard harmoniously consolidates data from diverse sources, presenting a cohesive representation crucial for comprehensive marketing performance assessment. Leveraging advanced methodologies like data normalization and cross-platform integration, the research approach ensures streamlined income tracking, mitigating existing limitations. The data, drawn from various product applications, undergoes meticulous processing to facilitate a unified view on the integrated dashboard. The anticipated result is a significant improvement in monitoring efficiency, heightened data accuracy, and an empowered decision-making process within JCB's operations. The business implication of this initiative is the tangible enhancement of the bank's ability to comprehensively assess income performance, thereby elevating the quality of strategic decision-making and reinforcing JCB's competitive positioning in the banking sector.

СУЧАСНІ ПІДХОДИ ОЦІНКИ ЕФЕКТИВНОСТІ МАРКЕТИНГУ НА ПІДПРИЄМСТВАХ МАЛОГО БІЗНЕСУ

Modern approaches to assessing the effectiveness of marketing at small businesses are key to ensure their sustainable development and competitiveness. In the context of globalization and the rapid development of digital technologies, small businesses face the need to adapt their marketing strategies in order to compete effectively in the market. This article highlights modern methods and tools for evaluating marketing performance that allow small businesses to measure the impact of their marketing efforts. The relevance of the topic is high, especially in the context of military conflicts that significantly affect economic stability and market conditions. War forces small businesses to rethink their marketing strategies, adapting them to rapidly changing conditions and unpredictable challenges. This includes exploring new distribution channels, refocusing on local needs and finding innovative ways to attract customers in conditions of limited access to resources and communication. It is also important to develop flexible marketing plans that can quickly adapt to changes in society and the economy caused by war. In this context, assessing the effectiveness of marketing becomes key to the survival and development of small businesses, which allows them not only to survive in difficult conditions, but also to find opportunities for growth and development even in the most difficult times. The main elements of modern marketing performance assessment are the use of key performance indicators (KPIs), big data analysis, social media monitoring, and the use of marketing analytics. These tools allow you to collect detailed information about consumer behavior, the effectiveness of advertising campaigns, as well as the impact of marketing efforts on sales and customer loyalty. Also, an important aspect is the integration of digital marketing. Particular attention should be paid to website optimization for search engines (SEO), content marketing, e-commerce, as well as the use of digital communication channels such as social media, email, mobile marketing. Taking into account the specifics of small businesses, such as limited resources and the need to quickly adapt to changes, is key in choosing methods for evaluating efficiency. Effective use of analytical tools and approaches helps small businesses to develop flexible and targeted marketing strategies that promote their development and growth in a competitive market environment. Effective marketing helps to attract new customers, maintain existing ones, and increase overall competitiveness in the market. Measuring and analyzing the results of marketing campaigns allows small businesses to better understand their audience and adapt strategies to changing market conditions.

Pengaruh Orientasi Pelanggan, Orientasi Kewirausahaan, dan Lingkungan Industri Terhadap Kinerja Pemasaran Syariah Melalui Keunggulan Bersaing Pada UMKM Olahan Pangan Seafood di Kabupaten Sidoarjo

Marketing performance is an assessment of how the marketing strategy implemented by the company is realized. With the marketing performance assessment, it can be seen how far the company has developed. The aim of this research is to examine the mediating effect of competitive advantage in the influence of customer orientation, entrepreneurial orientation, and industrial environment on marketing performance in Seafood Processed MSMEs in Sidoarjo Regency. The population in this study was 140 Seafood Processing MSMEs in Sidoarjo Regency. The sampling method used the Slovin method, numbering 104 and data was taken using the accidental sampling method. Data collection techniques use questionnaires and observation methods. The data analysis method uses multiple linear regression with a path analysis approach and the SPSS program. The research results show that customer orientation, entrepreneurial orientation, and the industrial environment have a positive and significant influence on marketing performance through competitive advantage. The competitive advantage variable is proven to be an intervening variable. The results of the path analysis test show that competitive advantage can mediate the influence of customer orientation, entrepreneurial orientation, and industrial environment and provide a significant and positive influence on marketing performance. Seafood Processed MSMEs in Sidoarjo Regency are advised to improve these factors to improve marketing performance.

Transaction Entropy: An Alternative Metric of Market Performance.

Market uncertainty has a significant impact on market performance. Previous studies have dedicated much effort towards investigations into market uncertainty related to information asymmetry and risk. However, they have neglected the uncertainty inherent in market transactions, which is also an important aspect of market performance, besides the quantity of transactions and market efficiency. In this paper, we put forward a concept of transaction entropy to measure market uncertainty and see how it changes with price. Transaction entropy is defined as the ratio of the total information entropy of all traders to the quantity of transactions, reflecting the level of uncertainty in making successful transactions. Based on the computational and simulated results, our main finding is that transaction entropy is the lowest at equilibrium, it will decrease in a shortage market, and increase in a surplus market. Additionally, we make a comparison of the total entropy of the centralized market with that of the decentralized market, revealing that the price-filtering mechanism could effectively reduce market uncertainty. Overall, the introduction of transaction entropy enriches our understanding of market uncertainty and facilitates a more comprehensive assessment of market performance.

Marketing performance: aligning people, processes, and results

PurposeThe purpose of this paper is to integrate and extend existing knowledge about marketing performance assessment, making a case for a measurement system identifying five categories of metrics on which attention should be focused.Design/methodology/approachThe paper is organized in three parts. It starts with a summary of the current state of knowledge about marketing performance assessment, followed by the presentation of the model in terms of its rationale and architecture. Then, the metrics that make up the model are explained and operationalized. Lastly, a concluding note is presented.FindingsBoth scholars and managers have been calling for methods and concepts addressing the how and why marketing succeeds or fails. The author believes that certain metrics, when integrated into a holistic and actionable framework, can have a positive and transformational impact on the way marketing is measured in organizations.Originality/valueMetrics are meaningless when viewed in isolation. Yet, most of the literature on the subject focus on individual indicators. Also, it tends to overemphasize marketing outcomes. This work offers a complementary view to what has already been written on the subject, suggesting a performance assessment model that highlights requirements/prerequisites, processes, outcomes and organizational context.

Marketing performance assessment and accountability: Process and outcomes

Marketing accountability, and how it may be achieved via performance assessment and metrics, have been central topics in both the marketing literature and practice (Katsikeas et al. 2016). Recent developments in digital channels, the accompanying explosion of data and emergence of marketing automation, the globalization of markets, and the rise of customer experience as a key firm priority have further magnified interest in and the importance of understanding how potential marketing outcomes are and can be achieved (CMO Survey, 2021; Mintz et al., 2021). As a result, gaining clarity on how to design and manage performance assessment systems to deal with these issues has never been more important. This paper argues that further progress in this research domain requires a deep understanding of the marketing performance assessment (MPA) process to provide both a catalyst and foundation for the next generation of research. Although there has been considerable research in the areas of marketing metrics and marketing accountability, much less attention has been paid to the MPA process that links them. Yet, the MPA process is essential to successful marketing management. To address this, we first review past research in this broad domain to answer the “Where have we been?” question that identifies theneed for a new conceptual model. Second, drawing on research findings both within the broad MPA domain and allied areas within and outside of marketing, we develop and detail a new conceptual model of the MPA process and use it to identify what really needs to be known but is currently unclear in this domain (i.e., “Where do we need to go?”). Third, we suggest how these areas of needed inquiry may best be investigated (i.e., “How do we get there?”) by identifying new perspectives, theories, data sources, and analysis approaches that may be productively employed in future research.

Implementation of Fuzzy Inference System with Sugeno Method for Marketing Performance Assessment

Implementation of Fuzzy Inference System with Sugeno Method for Marketing Performance Assessment

Assessment of market performance of cat fish farmers in Sagamu local government area of Ogun State Nigeria

The study was conducted to assess the market performance of catfish farmers in Sagamu Local Government area of Ogun State, Nigeria. A stage random technique was used to select 106 fish farmers from the study area and an interview schedule was used to elicit information. Results of the study indicated that 44.3 percent were within the age category of 31-40 years. Majority (52.8%), were males and over half of respondents (60.0%) had primary education. Majority (80.4%), were married, (70.0%) were Christians and 47.2 percent had been in the business with 5-10 years of experience. The result of the analysis indicated that fish production was profitable (the net income is N78,838.00. A higher percentage of the respondents access credit for fish farming from the bank (37.7%) and 36.8 percent of the respondents sold to consumers, retailers and wholesalers. Hypothesis testing indicated no significant relationship between] sex(X2=0.863, P>0.05),religion (X2=0.134, P>0.05) and the market performance but a significant relationship between age (X2=17.966, P>0.05), marital status(X2=51.293 P>0.05),educational level(X2=37.6468, P>0.05),year of experience (X2=27.883, P>0.05), main occupation (X2=32.670, P>0.05) and the market performance. It was founded that most of the farmers are males with little education. Government should organize an enlightenment programme that will educate and improve the knowledge and skills of both males and female fish farmers which will shed more light on fish production.

Usage of indicators of innovativeness in marketing performance assessment in companies in Slovakia

At present, measuring of marketing performance should be an integral part of a comprehensive evaluation of the performance of a company. In this context, the paper points out the trend of the increasing number of indicators used in the area of marketing performance assessment and summarizes the most commonly used indicators in this area, with an emphasis on the innovativeness indicators. Following the theoretical bases it subsequently presents the results of the research more broadly aimed at the issue of marketing performance assessment in companies in Slovakia. The presented results are focusing mainly on the usage of indicators of innovativeness, which have been in companies in Slovakia identified as the least preferred category of indicators in the context of marketing performance assessment. The overall results of the implemented research suggest that the general trends in the examined area to a large extent apply also to companies in Slovakia.

A New Fuzzy Based Marketing Performance Measurement Model with a Real Case Study

The level of efficiency for business and process control is based on performance measurements. Performance measurement is a mixed system that contains many different criteria such as customer behaviour, sales, employees and product range. Businesses need to measure sales performance to maintain sustainable competition lines and improve their strategies. In this paper, a performance measurement in the clothing industry has been carried out and a pioneering company data has been utilized as the application area. In the paper, Interval Valued Pythagorean Fuzzy Analytical Hierarchy Process (IV-PFAHP) method and Interval Valued Pythagorean Fuzzy TOPSIS (IV-PFTOPSIS) method have been suggested to deal with marketing performance assessment process with a real case study. The paper focuses on IV-PFAHP and IV-PFTOPSIS methods to handle uncertainty in the marketing performance assessment process for clothing industry. The results revealed that the proposed approach produces reliable outcomes representing the vagueness of the decision-making process.

Determining the right marketing-related metrics to maximize profitability in banking

Purpose - Securing a sustainable competitive advantage is crucial in today’s highly turbulent market environment. One of the requirements for achieving this objective is understanding the interrelationships between marketing activities and business performance through the use of a suitable method of marketing performance assessment. Accordingly, the purpose of this study is to propose a model that can be used to assess the business performance of banks from the perspective of marketing resources, marketing activities and customer-based brand equity. Methodology - The study employs panel data derived from the banking industry in Turkey. The model is tested using panel data regression with the EViews 9 program for short-term and long-term perspectives. Findings - The analyses show that the business performance of banks is affected by marketing resources, marketing activities and customer-based equity with variable impacts affecting short-term and long-term outlooks. Conclusion - Marketing performance assessment is a key requirement for creating the most effective marketing strategy and that can be done by determining how marketing-related factors impact business performance. Rather than only examining the impact of a marketing mix, marketing performance assessments need to employ a comprehensive approach by also including investigations of the effects of marketing related resources and customer-based indicators on business performance.

Adoption and impact of marketing performance assessment systems among travel agencies

PurposeThe purpose of this paper is to assess whether travel agencies that implement comprehensive marketing performance assessment systems (MPASs) enjoy superior overall performance. Drawing on the knowledge-based view, the authors propose and test a model demonstrating that the relationship between MPASs and overall performance is fully mediated by the depth of market-related knowledge absorbed by the travel agency.Design/methodology/approachA survey was administered to a sample of Italian travel agencies; 171 complete questionnaires were received. The suggested relationships were assessed using a covariance-based structural equation modeling approach, including the estimation of both the measurement model and the structural model.FindingsThe findings indicate that the implementation of sophisticated MPASs has a significant and positive effect on performance and that this relationship is fully mediated by the depth of market-related knowledge absorbed by the travel agency. In addition, the results highlight that the number of marketing metrics monitored by the travel agency has no effect on its performance.Research limitations/implicationsThe specific features of the travel agency sector in Italy include a remarkable level of fragmentation. The cross-sectional design does not permit an assessment of the medium-term effects of the adoption of an MPAS.Practical implicationsTravel agencies selecting proactive marketing strategies can particularly benefit from the adoption of sophisticated MPASs. Suggestions are provided to assist managers in designing their MPAS.Originality/valueThis study enriches the field’s knowledge about marketing performance measurement and proactive marketing strategies, and indicates that the implementation of well-designed MPASs improves a firm’s overall performance. It also explains the knowledge-related processes that produce this positive effect.

A balanced scorecard for marketing

The development and use of an appropriate set of performance measures is a crucial task in contemporary marketing management, as it not only contributes to better understand current situation and offer guidance for improvement, but also to strengthen accountability. Nevertheless, measuring performance is a lot more than filing tables with numbers and writing reports. Measurement uses numbers, but it is not only or mainly about numbers. It is about perception, understanding and insight, leading to better decisions and results. Based on the balanced scorecard (BSC) principles and on the extant literature on marketing and management, this paper proposes a theory-based, holistic model of marketing performance assessment, showing fundamental metric categories where attention should be focused. Although some integrated frameworks for assessing marketing performance have been presented, this is the first structured effort to model the phenomenon according to BSC philosophy.

Back to the futures: An assessment of market performance on the early Winnipeg Grain Exchange

AbstractIn this paper, I offer a quantitatively rich, historical perspective with which to consider Western Canada's recent return to private grain marketing. I assess how futures markets on the Winnipeg Grain Exchange (WGE) performed before the Canadian Wheat Board, and I consider the extent to which this performance contributed to the Canadian government's decision to create the Board. I conclude, despite significant agrarian dissatisfaction with private grain marketing on the WGE, the Canadian government ultimately proscribed futures trading because it was incompatible with the CWB model, which the Canadian government needed in order to stabilize farm incomes, particularly in the aftermath of the Great Depression.

El papel de los mercados como instrumento para la reasignación del agua en España

La mayor parte de las cuencas hidrográficas de España se encuentra actualmente en una fase de madurez de la economía del agua, caracterizada por una demanda alta y creciente del recurso y una oferta limitada a largo plazo, situación que está provocando el “cierre” de la mayor parte de las cuencas del sur y el este peninsular. Con la introducción de los mercados de agua se ha tratado de paliar los efectos derivados de esta situación, potenciando un uso más eficiente del recurso. En este trabajo se lleva a cabo un análisis de las experiencias de mercado que han tenido lugar en nuestro país desde su implantación. A pesar del escaso número de operaciones registradas, el volumen de agua intercambiado a través de las mismas ha sido relativamente cuantioso, permitiendo solventar parcialmente los problemas asociados a la escasez de recursos hídricos durante el periodo de sequía de los años 2005-2009.

An Assessment of Recent Market Performance of REITs in a Developing Economy

The study appraised the recent performance of Real Estate Investment Trust (REIT) as a new investment vehicle in Nigeria. While REITs are often presented as useful tools for diversification, little is known about the variations in the empirical correlations between the country’s REITs’ returns and the general market index. The paper addresses this issue using published data over the first four trading years (2008 – 2011) of Skye Shelter Fund, the country’s premier publicly traded REIT. Data inquiry schedules were developed to gather annual market and REIT’sreturndata based on the analytical framework provided by Capital Asset Pricing Model.Using regression analysis, the results of the study showed that the Nigerian REIT wasweaklycorrelated to the broad market during the 4-year period of the analysis. The findingssupport the importance of REITas a relatively low-risk, stableasset class that investors can leverage for building sustainable optimal portfolios, particularly during periods of heightened macroeconomic uncertainties of the kind witnessed during the 2008 global financial crisis.The significance of this research is the potential to chart the way forward by presenting investment opportunities in REITfor policy makers, international development institutions, financial organisations, and research centres.

Does size matter? An assessment of quota market evolution and performance in the Great Barrier Reef fin-fish fishery

In fisheries managed using individual transferable quotas (ITQs) it is generally assumed that quota markets are well- functioning, allowing quota to flow on either a temporary or permanent basis to those able to make best use of it. However, despite an increasing number of fisheries being managed under ITQs, empirical assessments of the quota markets that have actually evolved in these fisheries remain scarce. The Queensland Coral Reef Fin-Fish Fishery (CRFFF) on the Great Barrier Reef has been managed under a system of ITQs since 2004. Data on individual quota holdings and trades for the period 2004-2012 were used to assess the CRFFF quota market and its evolution through time. Network analysis was applied to assess market structure and the nature of lease- trading relationships. An assessment of market participants' abilities to balance their quota accounts, i.e., gap analysis, provided insights into market functionality and how this may have changed in the period observed. Trends in ownership and trade were determined, and market participants were identified as belonging to one out of a set of seven generalized types. The emergence of groups such as investors and lease-dependent fishers is clear. In 2011-2012, 41% of coral trout quota was owned by participants that did not fish it, and 64% of total coral trout landings were made by fishers that owned only 10% of the quota. Quota brokers emerged whose influence on the market varied with the bioeconomic conditions of the fishery. Throughout the study period some quota was found to remain inactive, implying potential market inefficiencies. Contribution to this inactivity appeared asymmetrical, with most residing in the hands of smaller quota holders. The importance of transaction costs in the operation of the quota market and the inequalities that may result are discussed in light of these findings.

A Performance Assessment System of Green Marketing under the Background of Low-Carbon Economy

It is mentioned the connotation and characteristics of the green marketing performance. We set up a green marketing performance assessment system, regarding the carbon management as the core. It contains criterion layer, base layer and more than 25 assessment indexes. At last, we give an example to show how to use the system to analyze and assess the green marketing activities.

Marketing performance assessment systems and the business context

PurposeThis study provides empirical evidence for the contextuality of marketing performance assessment (MPA) systems. It aims to introduce a taxonomical classification of MPA profiles based on the relative emphasis placed on different dimensions of marketing performance in different companies and business contexts.Design/methodology/approachThe data used in this study (n=1,157) were collected using a web‐based questionnaire, targeted to top managers in Finnish companies. Two multivariate data analysis techniques were used to address the research questions. First, dimensions of marketing performance underlying the current MPA systems were identified through factor analysis. Second, a taxonomy of different profiles of marketing performance measurement was created by clustering respondents based on the relative emphasis placed on the dimensions and characterizing them vis‐á‐vis contextual factors.FindingsThe study identifies nine broad dimensions of marketing performance that underlie the MPA systems in use and five MPA profiles typical of companies of varying sizes in varying industries, market life cycle stages, and competitive positions associated with varying levels of market orientation and business performance. The findings support the previously conceptual notion of contextuality in MPA and provide empirical evidence for the factors that affect MPA systems in practice.Originality/valueThe paper presents the first field study of current MPA systems focusing on combinations of metrics in use. The findings of the study provide empirical support for the contextuality of MPA and form a classification of existing contextual systems suitable for benchmarking purposes. Limited evidence for performance differences between MPA profiles is also provided.