营销度量指标.pptVIP

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营销度量指标

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,

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