African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4131

Full Length Research Paper

An investigation of the marketing performance measurement practices in Hatfield Volkswagen group

Chris Beukes
  • Chris Beukes
  • Milpark Business School, South Africa.
  • Google Scholar
Gerhard van Wyk
  • Gerhard van Wyk
  • Milpark Business School, South Africa.
  • Google Scholar


  •  Received: 30 March 2015
  •  Accepted: 09 February 2016
  •  Published: 28 March 2016

Abstract

The measurement of marketing function is vitally important to establish the performance of the brand. The aim of this study is to investigate the marketing performance measurement practices in the Hatfield Volkswagen group with reference to the following elements: the awareness of the importance of effectively measuring the marketing activity, the satisfaction with the current marketing performance measurement, the marketing performance measures considered by the company’s top management, the timeframes of gathering of the marketing performance measures, the significance that top management attaches to the marketing performance measures, the different kinds of benchmarks used to extract meaning from the marketing performance measurements, the measurement and timing thereof of the marketing asset  and the challenges if any faced by the managers. The data represents the extent and status of the marketing measurement and evaluation in the Hatfield Group, by examining each departmental manager’s understanding, perception and challenges towards measurement and evaluation of marketing performance. Findings indicate that departmental managers are unsure about the measurement methods needed to determine the performance value of their marketing efforts. Top management measures the success of marketing with “financial measures” and place very little significance on non-financial measurements. 

Key words: Marketing performance measurement, measurement practices, methods and time frames of measurement, brand performance, sustainable demand, and marketing asset terminology.