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Marketing metrics' usage: Its predictors and implications for customer…
Marketing metrics' usage: Its predictors and implications for customer relationship management
Marketing metrics
data
campaigns, channels, treatments and customer responses
customer relationship management (CRM) activities
effectiveness
measurements
financial measures
turnover, contribution margins, and profits
competitive market
market share, advertising share, and promotion share
consumer behavior
customer penetration, customer loyalty, and new customers gained
consumer intermediate
brand recognition, satisfaction, and purchase intention
direct customer
distribution level, profitability of intermediaries, and quality of service
innovativeness
new products launched and revenue of these products as a percentage of total turnover
customer valuebased theory
customer value-based organizational culture
market orientation
by being skilled at learning about customers
changing needs and managing the innovation process
customer value delivery processes
. incentives, structure, and accountabilities
align an organization toward building customer relationships
Innovative Value Propositions
marketing information
knowledge-enhancing use and action-oriented use
CRM activities
consumer behavior responses
explicit buy, order higher-value categories, order different product lines, and increased size of order
consumer intermediate responses
customer satisfaction, ratings over our company as a reliable partner, opinions over our company as a longterm partner, and customer acceptance of value-added offerings
direct customer responses
more frequent communication, improved relationship quality, and increased usage of customer information services and productmanuals
innovativeness responses
greater involvement in new product development, usage of formal channel to reflect opinions on new products, provision of responses before and after new product launches, and reaction towards improvements over existing products/services