MEASURES OF MARKETING EFFECTIVENESS

Instructions
Upon completion of the Required Readings, write a thorough, well-planned narrative answer to each of the following discussion questions. Rely on your Required Readings and the Lecture and Research Update for specific information to answer each discussion question, but turn to your original thoughts when asked to apply, evaluate, analyze, or synthesize the information. Your Discussion Question responses should be both grammatically and mechanically correct, and formatted in the same fashion as the questions themselves. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your responses and document in a bibliography using APA style.

The Assessment
Identify four (4) measures of marketing effectiveness. Explain which one (1) of the four (4) measures on your list, in your opinion, is most important and why. Which is least important and why? Do the elements they measure tend to interact with one another, or is their effectiveness primarily self-contained? (A 2-page response is required.)

Textbook Readings
Kotler, P., & Keller, K. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall. Chs. 16, 17, 18, 19.