Business Managers Opinions about Marketing Metrics
In this study, business managers thoughts on marketing metrics and the use of these metrics in businesses were investigated. Data were obtained by applying an online survey method to 109 participants working as managers in different sectors in order to learn the thoughts of business managers on marketing metrics. In the questionnaire form, participants were asked a total of 50 questions including 11 demographic questions, 1 open-ended question and 38 judgment sentences. Since the data obtained from the research showed normal distribution, the data were analyzed with the Pair Sample T test. As a result of the analysis, in measuring the marketing performance of businesses the level of customer satisfaction and loyalty, the level of service and product quality perceived by customers, the level of value perceived by customers about the product and / or services offered, the brand awareness level of the business and / or its products, the customer loss rate, the measurement of the market share of the business, the availability level of the products in the distribution network, price flexibility level of products / services and customer lifetime value measurements positively affect the marketing performance but are not used in the businesses. According to the open-ended question asked about why managers do not use marketing metrics in businesses; Replies were received such as ignoring marketing metrics, lack of qualified personnel, patriarchal business structure, difficulty of measuring metrics and failure to establish an institutional structure.
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