review2 - Marketing Performance and Marketing Profitability...

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Unformatted text preview: Marketing Performance and Marketing Profitability Chapter Two Chapter Two 2-2 Marketing Performance and Marketing Performance and Marketing Profitability Marketing Profitability Chapter Two Financial vs. Market-Based Performance Marketing Performance Metrics Marketing Profitability Strategies to Increase Marketing Profitability Marketing Profitability Metrics 2-3 Financial Vs. Market-Based Financial Vs. Market-Based Performance Performance Financial (Internal) Performance Why is it important? $$$$$ How is it evaluated? Sales Revenues Return on Sales Gross and Net Profit Assets Return on Assets Market-Based (External) Performance Why is it important? Strategy Implementation Profitability Marketing Effectiveness Leading Indicators How is it evaluated? Market and Sales Growth Market Share Customer Retention and Acquisition Customer Satisfaction Relative Product/Service Quality 2-4...
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review2 - Marketing Performance and Marketing Profitability...

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