Question: Evaluating marketing performance by using return on investment ROI measures is not
“Evaluating marketing performance by using return-on-investment (ROI) measures is not appropriate because marketing is only one of several influences upon ROI.” Develop an argument against this statement.
Answer to relevant QuestionsA. Review Microsoft and Nokia alliance described in a STRATEGY APPLICATION in this chapter. Identify the strategy underpinning this alliance. Is this an effective counter to the strength of competitors like Google and Apple? ...Discuss how alliances may enable foreign companies to reduce the negative reaction that is anticipated if they tried to purchase companies in other countries. To what extent is it reasonable for a partner organization to attempt to exert control over your strategic choices in areas not part of the alliance or joint venture? Dell Inc. is expanding its product portfolio. Go to www.dell.com and describe the product categories in which Dell competes. Compare and contrast the use of scanner tests and conventional market tests.
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