Selecting the proper performance criteria for use in tracking results is a key part of a strategic evaluation program. Suggest performance criteria for use by a fast-food retail chain to monitor strategic marketing performance.
Answer to relevant QuestionsHow would you explain the concept of superior customer value to a new finance manager? Explain the logic of pursuing a market–driven strategy. Discuss the important issues that should be considered in defining the product–market for a totally new product. What justification is there for conducting a marketing audit in a business unit whose performance has been very good? Discuss. How can the “balanced scorecard” methods assist managers in their implementation efforts?
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