When management of an organization decides to measure the organization's marketing activities, management is necessarily also committing to which of the following?
A) using copy testing
B) using an advertising report card
C) moving from a customer relationship model to a transactional model
D) relating marketing activities to specific marketing objectives
E) purchasing a CRM program

Question

Quizplus · Accepted Answer

When an organization decides to measure its marketing activities, it must relate those activities to specific marketing objectives. This ensures that the organization is focused on achieving its goals and can assess whether its marketing efforts are effective in driving those outcomes. A, B, and E all refer to specific tactics or tools that might be used to support marketing measurement but are not necessary commitments that an organization must make. C represents a potential change in the organization's overall marketing strategy, which may or may not be related to measurement.

When Management of an Organization Decides to Measure the Organization's