One of the problems with ROMI is that it often focuses on __________ rather than looking at the effects or changes in brand equity.
A)Long-term decision perspective
B)Short-term decision perspective
C)Relationship marketing
D)Incremental authorization
E)None of these

Question

Quizplus · Accepted Answer

ROMI by nature ignores the effect of the marketing assets of the firm (for example, its brands) and tends to lead managers toward a more short-term decision perspective. That is, it typically considers only short-term incremental profits and expenditures without looking at longer-term effects or any change in brand equity.

One of the Problems with ROMI Is That It Often