Question 1. Why is it important for marketers to demonstrate value created by their marketing programs and what are the risks of not being able to show value (chapter 1)?

Question 2. Assume you are developing a marketing program for your organization. How do you measure, improve and demonstrate its value to top management and stakeholders using the twelve-step ROI Process Model? Pick two of the 12 steps and discuss why they are important to ensure the success of your marketing program and improve your own credibility as a marketer (chapter 2).

Question 3. How will you use the Alignment Model (on pages 36 and 64) to explore business needs and set up objectives at different levels? Why is the Alignment Model important to the success of marketing programs (chapters 3, 4 and 5)?

Question 4. To ensure success of marketing programs, marketers need to design and collect data at different levels. Imagine that you are the marketing director of an organization. How do you use the six levels of data to build a chain of evidence and show value? Pick two of the six levels and discuss in details how you will measure and collect data at these levels (chapters 2, 6 and 7).