Kodak has declared that a new marketing campaign in Southeast Asia has not fulfilled its expected return on project investments (ROI) of 10%. The next recourse for management is to _________.
A)remove the new marketing campaign quickly and completely
B)extend the marketing campaign's period
C)review the business case and assess metrics/measures
D)fire the marketing director and replace him

Question

Quizplus · Accepted Answer

Kodak has declared that a new marketing campaign in Southeast Asia has not fulfilled its expected return on project investments (ROI) of 10%. The next recourse for management is to review the business case and assess metrics/measures.
Key Takeaway: To understand why a project does not fulfill its expected ROI, it is important to review the business case and the strategic goals it contains. If Kodak wishes to understand why the new marketing campaign has fallen short of its 10% ROI, then the management must examine those strategies and their metrics that are included in the business case. It could be that modifications, such as addressing a wider demographic, may be necessary.

Kodak Has Declared That a New Marketing Campaign in Southeast