Index System And Vague Comprehensive Evaluation Method Of Marketing Effectiveness

It is very difficult to judge the marketing effectiveness based on such single index as sale or the rate of occupied market. The marketing effectiveness is affected by so many factors that we should consider these factors comprehensively to measure the marketing effectiveness. So in order to measure the marketing effectiveness comprehensively and exactly, this article propose a mathematic model with an index system that consists of many effective factors to the marketing effectiveness. First, this article constructs a system of marketing effectiveness which consists of 7 sub effectiveness such as marketing team effectiveness, marketing channel effectiveness, advertisement effectiveness, service effectiveness, public relation effectiveness, sales terminal effectiveness and sale effectiveness. Analyze the influence factors of each sub effectiveness, extract the key factors, and conclude several indexes that can reflect the marketing effect. With 2 rounds of several experts' evaluations, I construct an index system finally. Because the influence factors of marketing effectiveness are uncertain and complex, I choose the method of vague comprehensive evaluation to measure the marketing effectiveness. The method proposed in this article can be used in the area of comparison not only vertically but also crosswise.