Exam 15: Marketing Performance Measurement

Important implementation skills for marketers include interacting, allocating, and monitoring.

The major forms of marketing control are:

Using this approach, the costs of producing a printed circuit board are determined by first evaluating the activities required to produce the board and then costing out each of the activities. This describes:

In annual plan control, the objectives specified in the annual plan become the performance standards that are compared to actual results.

Relating sales revenues and marketing costs to market segments improves decision making.

​The level of marketing control that examines how well resources have been utilized in each element of the marketing strategy is: ​

If a business marketer is concerned with how the firm is performing relative to competition, which of the following tools would be most useful?

The balanced scorecard measures the performance of a business unit from: ​

Although the dividing line between strategy and execution is a bit fuzzy, it is often not difficult to diagnose implementation problems and to distinguish them from strategy deficiencies.

The strategy map converts into four different perspectives: financial, customer, internal business process, and learning and growth.

In regard to profitability control, a segment can be a channel structure.

_____ represents the portion of total purchases in a product and service category that a customer makes from the firm.

The process that translates marketing plans into action assignments and ensures that such assignments are executed in a manner to accomplish a plan's defined objectives is called:

Sales results provide an excellent benchmark against which to measure performance.

​Using any selling firm, product, and market of your choice, please illustrate how a strategy map that utilizes the balanced scorecard measures can be used to build an effective and efficient marketing strategy plan.