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Home→The Westburn Dictionary of Marketing→E→efficiency, in marketing

efficiency, in marketing

Definition:
Efficiency must be distinguished from effectiveness in that the former consists of 'doing things right' while effectiveness means 'doing the right things'. It follows, therefore, that one should be able to assess the efficiency of any marketing action or technique by reference to the extent that it succeeds in achieving the objectives appropriate to it. For example, in the case of a DIRECT MAIL shot soliciting a particular action how many actually respond, in the case of a POSTER SITE how many people actually have the opportunity tosee it etc. However, efficiency in these terms does not necessarily mean that the most effective marketing tactic was to seek action through a direct mail shot or to communicate using posters. it follows, therefore, that one should seek to develop the most effective MARKETING MIX and then seek to monitor and measure its efficiency in execution through appropriate tests and controls.

Cross-References:
[poster site] [direct mail] [marketing mix]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].