Article 1

Question 1

What is “Assessing Performance Outcomes in Marketing” about?

Answer 1

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.

Question 2

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

Answer 2

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

Question 3

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

Answer 3

brand equity, perceived quality, satisfaction, or attitudinal loyalty

Question 4

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

Answer 4

Acquisition, retention, or WOM

Question 5

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

Answer 5

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

Question 6

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

Answer 6

Share of wallet, profitability, lifetime value

Question 7

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

Answer 7

Accounting performance & Financial-Market Performance

Question 8

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

Answer 8

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

Question 9

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

Answer 9

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

Question 10

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

Answer 10

• 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