Article 1

Question 1

Who wrote “Assessing Performance Outcomes in Marketing”?

Answer 1

Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing Performance Outcomes in Marketing. Journal of Marketing, 80(2), 1-20. https://doi.org/10.1509/jm.15.0287

Question 2

What is “Assessing Performance Outcomes in Marketing” about?

Answer 2

There has been little conceptual development and no systematic examination of how researchers in marketing should conceptualize and measure the performance outcomes associated with firms’ marketing. The authors develop a theory-based performance evaluation framework and examine the assessment of such performance outcomes in empirical studies in marketing journals from 1981 through 2014. The results reveal a large number of different performance outcome measures used in prior empirical research that may be only weakly related to one another, making it difficult to synthesize findings across studies.

Question 3

What falls under “Operational Performance” according to Katsikeas et al.?

Answer 3

Customer Mindset, Customer Behavior, Product-Market Performance, and Customer-Level Performance

Question 4

What is an example of a metric for “Customer Mindset”, from Katsikeas et al.?

Answer 4

brand equity, perceived quality, satisfaction, or attitudinal loyalty

Question 5

What is an example of a metric for “Customer Behavior”, from Katsikeas et al.?

Answer 5

Acquisition, retention, or WOM

Question 6

What is an example of a metric for “Product-Market Performance”, from Katsikeas et al.?

Answer 6

Unit sales, revenue premium, market share, or new product success

Question 7

What is an example of a metric for “Customer-Level Performance”, from Katsikeas et al.?

Answer 7

Share of wallet, profitability, lifetime value

Question 8

What falls under “Organisational Performance” according to Katsikeas et al.?

Answer 8

Accounting performance & Financial-Market Performance

Question 9

What is an example of a metric for “Accounting Performance”, from Katsikeas et al.?

Answer 9

Sales revenue, revenue growth, cost, profit, margin, cash flow, leverage

Question 10

What is an example of a metric for “Financial-Market Performance”, from Katsikeas et al.?

Answer 10

Investor returns, equity risk, credit rating, or cost of capital

Question 11

What is the key managerial implications of Katsikeas et al.?

Answer 11

• Use at least one metric in each of the six performance categories
• Pay attention to causal relationships between these aspects, and realize some may be negative
• Correlations between different performance indicators are likely to be low
• Value of products is co-created in use (‘co-creation’, ‘value in use’)
• An important outcome of marketing is the impact on ‘co-creators’