Title: Explain the purposes of measuring outcomes.
Course: Marketing Management (12166) > Section: Developing the Marketing Strategy

Explanation should include

- a definition of outcome,
- key performance indicators (KPIs)
- examples of measurable outcomes, return on investment (ROI), and ways outcomes are used in the decision-making process.

Process/Skill Questions:

- What is the definition of outcome as related to marketing management?
- Why is measuring outcomes important to a marketing manager?
- How could a marketing manager use an analysis of measured outcomes?
- What are examples of KPIs a marketing manager should be analyzing?
- How might outcomes affect the decisions related to the business’s marketing mix?
- What is meant by ROI?