Marketing Metrics

Appendix—Survey of Managers’ Use of Metrics

Job Title_____________Industry Market____________

Q1. Which best describes what your business sells?

• Products

•Services

• Relatively even mix of both products and services

• Other

Q2. Purchase relationship with customers can best be defined as

• Contractual for a specified period which customers can renew (e.g., magazines)

• Contractual for an indefinite period which customers can cancel (e.g., newspapers)

• Frequent purchases (e.g., consumables, restaurant meals)

• Infrequent purchase with little/no service/repair/supplies (e.g., digital cameras)

• Infrequent purchase with service/repair/supplies relationship (e.g., automobiles, printers)

Q3. Are your customers best understood as

• Consumers (e.g., ...