营销度量指标.pptVIP

华南理工大学工商管理学院--黎文 版权所有，Copyright * 华南理工大学工商管理学院--黎文 版权所有，Copyright * 市场分析和预测Marketing Analysis Forecasting 教师：黎文 时间：2010.09 电子邮件：wli@scut.edu.cn 联系电话Marketing Metrics营销度量指标 The Metrics Value Chain What Customers Think of You (Customer Metrics) How Well You Do in the Product Market Financial Consequences Program Effectiveness/ROI The Value of Marketing Assets (Brands, Customers) (Stock) Market Value Key Metrics by Industry Customer-Based Metrics Metric Sources of Information Share of generic competition Surveys, focus groups Penetration Syndicated sources, internal, sales force,