130罗兰贝格－市场效率调查

1MUC-97002-043-04-02-G_E.pptMarketingefficiency2002:RelevanceandapproachesfromtheperspectiveofGermanmarketingmanagersMainfindingsMunich,April22,2002admin5iebook2MUC-97002-043-04-02-G_E.pptSurveyofmarketingefficiency2002–summary(1)?68%ofallinterviewedcompaniessaythatmarketingefficiencyisacrucialchallengeformostcompanies,particularlyforlargecompaniesoperatinginmarketingintensiveindustriessuchasconsumergoods?71%ofallcompaniesalsoindicatethattheefficiencypressureonmarketingactivitieshassignificantlyriseninthepastthreeyears.Thedecliningefficiencyofclassicmedia,theincreasednumberofmarketingtoolsavailable,andthemacro-economicsituationarelikelycausesoftheincreasedpressure?Thecompaniesarenotsatisfiedwiththeefficiencyoftheirmarketingactivities:-3outof10companiesseesavingspotentialofmorethan10percentintheirmarketing/communicationbudget;atthesamet