Managing marketing implementation and control

Question 1

Marketing metrics

Answer 1

the set of measures that helps firms to quantify, compare and interpret their marketing performance

Question 2

Good marketing metrics are?

Answer 2

financial, forward-looking and capture both short term and long term effects

Question 3

Marketing metrics dimensions

Answer 3

counting-based metrics, accounting-based metrics and outcome metrics

Question 4

Net present value

Answer 4

A method that explicitly deals with the expected future cash flows as a result of company marketing activity