Skip to Main Content

MKT271 - Principles of Marketing

Use this guide to help you get started on your Marketing 271 research on analyzing the marketing process and environment with regard to the product, pricing, distribution, and communication in order to satisfy buyer needs.

Why Evaluate Your Sources?

Evaluating the authority, usefulness, and reliability of resources is a crucial step in conducting a review of the literature that effectively covers pertinent research and, thereby, demonstrates to the reader that you know what you're talking about. The process of evaluating scholarly materials also enhances your general skills and ability to:

  1. Seek out alternative points of view and differing perspectives,
  2. Identify possible bias in the work of others,
  3. Distinguish between fact, fiction, and opinion,
  4. Develop and strengthen your ability to distinguish between relevant and non-relevant content,
  5. Draw cogent, well thought out conclusions, and
  6. Synthesize information, extracting meaning through a deliberate process of interpretation and analysis.

Black, Thomas R. Evaluating Social Science Research: An Introduction. London: Sage, 1993.

Evaluate Your Marketing Plan

Evaluating your marketing plan is crucial because it helps you understand what's working, what isn't, and where adjustments can be made to improve results. Here are the key reasons why regular evaluation is essential:

  • Measure Effectiveness – Analyzing your marketing efforts allows you to see if you're reaching your target audience and achieving your goals.

  • Identify Weaknesses – Pinpointing areas that aren't delivering expected results helps refine strategies and optimize resources.

  • Adapt to Market Changes – Consumer behavior, trends, and competitors evolve—your marketing plan should, too.

  • Improve Return on Investment (ROI) – Ensuring your budget is spent efficiently prevents wasted resources and maximizes profitability.

  • Enhance Customer Engagement – Tracking customer responses allows you to fine-tune messaging, personalization, and overall brand experience.

A strong marketing plan is never static—it thrives on continuous improvement. How are you currently measuring your marketing success?