The Managerial Use Of Marketing And Financial Metrics In Marketing Study

The Journal of Marketing and the Institute for the Study of Business Markets have observed what drives the managerial use of marketing and financial metrics and if there is a connection between metric use and marketing-mix performance 's. The study was conducted to determine what drives management to use marketing, financial, or both types of metrics, and their affect, if any, on the marketing-mix performance. The operative analysis was conducted from a duration of literature which was obtained through various market scholars, who they themselves have made a valuable contributions to observations in understanding the use of marketing and financial metrics and their contributions to the marketing mix performance. The study took specific measurements of firm strategy, firm and environmental characteristics, marketing-mix activity, marketing and financial metrics from a three step procedure, and lastly eight operational measurements were also included in the marketing mix performance from 439 U.S Managers, who reported on 1287 marketing decisions. A questionnaire was administered were the first section asked managers to list which marketing mix activities they lastly conveyed and the performance level. The second section asked managers to provide adequate information …show more content…
The samples expressed a mix of top and lower level management that consisted of 56% in lower management, verse 44% in upper management. Managers and prospects consisted of 26%, analyzers 25%, differentiated defender 37%, and 12% in low cost defenders, were found in organizations. Companies in the introductory, or growth, stage consisted of 43% verse a company in the maturity, or the decline, stage of the product life cycle. 44% were in concentrated industry and 60% in a fragmented