The note describes the importance of setting performance goals to the marketing managers, while formulating the marketing plans. It discusses the various practical metrics that are used to measure the results of marketing programs and describes each of the 4Ps evaluation metrics. The case provides the analyses of many metrics that reflect the limitations in some of the metrics that managers need to consider. The case is accompanied by various industry examples, to enhance students’ understanding through providing standards to set goals when writing case studies.
The given metrics formulas are also included.
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