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Marketing Metrics
book

Marketing Metrics

by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein
February 2010
Intermediate to advanced content levelIntermediate to advanced
432 pages
10h 29m
English
Pearson
Content preview from 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., ...

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Publisher Resources

ISBN: 9780137053094Purchase book