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Chapter 02 - Developing Successful Organizational and Marketing Strategies

a. A marketing dashboard is the visual computer display of the essential information related to achieving a marketing objective. b. Business intelligence tools allow real-time streaming data to provide point-intime and trend displays. c. On a car’s dashboard, we glance at the fuel gauge and take action when our gas is getting low. d. With a marketing dashboard, a marketing manager: 

Glances at a graph or table and…

Makes a decision whether to… –

Take action.

Analyze the problem further.

2. Dashboards, Metrics, and Plans. a. [Figure 2-3] Sonatica’s marketing dashboard graphically displays key performance indicators linked to its product lines. b. Each performance variable is a marketing metric, which is: 

A measure of the quantitative value or trend of…

A marketing action or result.

c. Only a few metrics should be shown on a marketing dashboard so that managers aren’t overwhelmed with too much irrelevant data. d. Today’s marketers use data visualization, which: 

Presents information about an organization's marketing metrics graphically so marketers can…

Spot deviations from plans during the evaluation phase and…

Take corrective actions.

e. This book uses data visualization in many of its figures to highlight in color key points described in the text. f. To show how parts of a business are performing, data visualization tools include: 

Bullet graphs.

Spark line graphs.

Maps.

Bar graphs.

Pie charts.

Others.

g. [Figure 2-3A] Website Traffic Sources. 2-15 Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

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Solutions for Marketing 14th Kerin  

Solutions Marketing 14th Edition Kerin 2019 (Solutions Manual Download) (9781259924040) (1259924041). Instant access. All chapter are includ...

Solutions for Marketing 14th Kerin  

Solutions Marketing 14th Edition Kerin 2019 (Solutions Manual Download) (9781259924040) (1259924041). Instant access. All chapter are includ...