| A | B |
|---|
| quickly analyzed | For a store manager who wants to improve the effectiveness of the marketing control process, they should have all necessary sales data captured as it comes in and is THIS |
| social media | THIS has made it easier for a company to receive immediate feedback on a product. |
| implementation | In a market where many firms all follow the same basic strategy of quickly imitating competitor's ideas, THIS is critical |
| control | The feedback process that helps the marketing manager learn how ongoing plans are working and how to plan for the future |
| delays | managers want to see in their implementation efforts provide lower costs, better value, and fewer of THESE |
| respond quickly | What should a company do when it becomes aware of potential issues that could negatively affect its reputation? |
| quick responses | Firms must manage their reputations, especially when they are blamed for something they did not do. To build and maintain a reputation, customer service must offer customers |
| 80/20 relationship | This means that 80% of business comes from 20% of customers |
| sales | THIS analysis is a detailed breakdown of a company's transaction records |
| performance | THIS analysis looks for exceptions or variations from planned performance. |
| "iceberg principle" | Good performance in some areas may hide poor performance in other areas if only averages are evaluated. |
| operations | The purpose of performance analysis is to improve THIS |
| determine why | If a company discovered that one of its larger customers is not profitable, how should they respond to this |
| marketing cost | Many companies conduct detailed cost analysis to better understand production costs, however, they spend less time conducting THESE analysis |
| performance index | a number like a baseball batting average that show the relation of one value to another |
| full-cost | In THIS approach, all costs are allocated to products, customers, or other categories. |
| variable | The contribution-margin approach focuses attention on THESE type of costs |
| market segements | Because marketing costs have a purpose, it usually makes sense to allocate costs to products, customers, and THESE |
| sales and costs | In order for management to be sure that the marketing plans are working, sometimes it should combine THESE analysis after they are performed |
| marketing analytics | practice of measuring, managing, and analyzing marketing performance to maximize its efficiency and effectiveness |
| marketing audit | a systematic, critical, and unbiased review and appraisal of the basic objectives and policies of the marketing function and of the organization, methods, procedures, and people employed to implement the policies. |
| marketing metrics | the numeric data that allow marketing managers to evaluate performance, often against a set target or goal. |
| objective | A marketing audit provides what type of view |
