Author Question: How are brand sales and market share measured on the corporate ... (Read 64 times)

joe · **on:** Jun 29, 2018

How are brand sales and market share measured on the corporate level?

Question 2

What are the short-term corporate objectives? How are they measured?

SomethingSomething · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

A common way to measure marketing effectiveness is to plot sales figures over time and to overlap the plot with marketing communications expenditures and the different types of marketing communications that have been used over the same period. The graphs may clearly show that changes in sales are being influenced by changes in marketing communications type and expenditure levels.

Answer to Question 2

The most common measures of short-term marketing effectiveness are profit and cash flow. Profit is the difference between the company's sales revenue and the cost of producing and selling the good. Cash flow is nothing more than a figure that indicates how much ash the firm has on hand.