Performance measures of marketing efforts in the manufacturing and service industries (retailing and banking)
The purpose of this research is to let the reader gain a better understanding of performance measures of marketing efforts in the manufacturing and service industries, specifically the retailing and banking industries. Though marketing has evolved to become an increasingly important factor to su...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/63665 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | The purpose of this research is to let the reader gain a better understanding of
performance measures of marketing efforts in the manufacturing and service
industries, specifically the retailing and banking industries.
Though marketing has evolved to become an increasingly important factor to
survival in the highly competitive business environment, there is little literature
written on the ways to enhance its effectiveness. As a result, this study chose to
probe deeper into the performance measures of the marketing efforts that the 3
industries engaged in.
Due to the lack of up-to-date information on performance measures, the group did
a survey to investigate this particular aspect of marketing. Out of 150
questionnaires that were sent out to 50 companies in each respective industry, the
group received 21 responses which amounted to a 14% response rate. This is
acceptable as compared to the general response rate of 10% experienced in
Singapore.
An analysis of the data and questionnaire is included to further discuss and review
the norms and practices of the 3 industries, with respect to their marketing efforts. |
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