d. marketing mix e. control Answer: e Page Reference: 65 66) Concrete measures of various aspects of marketing performance and benchmarks or targets are called ________. a. operational plans b. marketing metrics c. action plans d. marketing objectives e. pricing strategies Answer: b Page Reference: 66 67) The ROI of a campaign, the value of a prospect, and the response rates in direct marketing are all examples of ________. a. promotions b. marketing metrics c. action plans d. situation analysis e. corporate culture Answer: b 68) Which of the following quantifies how an investment in marketing impacts the firm's success, financially and otherwise? a. return on marketing investment b. marketing metrics c. SWOT analysis d. portfolio analysis e. PERT chart analysis Answer: a
d. marketing mix e. control Answer: e Page Reference: 65 66) Concrete measures of various aspects of marketing performance and benchmarks or targets are called ________. a. operational plans b. marketing metrics c. action plans d. marketing objectives e. pricing strategies Answer: b Page Reference: 66 67) The ROI of a campaign, the value of a prospect, and the response rates in direct marketing are all examples of ________. a. promotions b. marketing metrics c. action plans d. situation analysis e. corporate culture Answer: b 68) Which of the following quantifies how an investment in marketing impacts the firm's success, financially and otherwise? a. return on marketing investment b. marketing metrics c. SWOT analysis d. portfolio analysis e. PERT chart analysis Answer: a