As the marketing manager of Cadbury Chocolate in Australia, you regularly receive reports on your products' brand equity, customer satisfaction, and market share data. These figures are all examples of:
A) marketing metrics.
B) a situational analysis.
C) marketing planning.
D) an environmental analysis.
E) the marketing environment.

Question

Quizplus · Accepted Answer

conduct a preliminary situation analysis. Marketing metrics are measures that are used to assess marketing performance. The Australian Marketing Institute offers a framework to guide marketers' choice of metrics, which states that metrics should be linked to strategy, and should include a minimum of four elements: (1) return on marketing investment; (2) customer satisfaction; (3) market share in targeted segments; and (4) brand equity.

As the Marketing Manager of Cadbury Chocolate in Australia, You