Effectiveness of Marketing Decision Variables : A Case Study

We carried out this work with the aim of studying the impact of marketing variables on sales and overall customer satisfaction level by taking into consideration both financial and non-financial aspects of the measurement. The return-on-investment (ROI) was calculated for each marketing variable on the basis of sales and adjusted for respective customer satisfaction index (CSI). The results obtained were compared to get an idea of the effectiveness of marketing variables on Sales, CSI, and return-on-investment (ROI). The findings suggest that the marketing variables (advertising, sales force, promotion, distribution and price) have significant positive impact on sales except price as well as on customer satisfaction. Finally, coming to adjusted return-on-investment (ROI), it was found maximum for distribution for the brand.