marketing strategy and the way it performs,
To properly evaluate a marketing strategy and the way it performs, it is essential to measure market activity using marketing metrics. Marketing metrics are discussed throughout this unit, many metrics can be found in your textbook. They form an important aspect of marketing reporting; increasingly, the Australian Marketing Institute (A.M.I.) is helping member companies use these metrics. Metrics also form the bases of academic research (see Google Scholar and your textbook for examples), with these research articles reporting results on the use of these metrics. Sadly, despite their importance, marketing metrics are not universally used by marketing organisations.
Your task is to define customer satisfaction and the measures (metrics) associated with customer satisfaction. Discuss the benefits of these measures to organisations. You are required relate your assignment to a personal experience; apply and discuss the marketing metrics on customer satisfaction to this experience. Give this experience a context by choosing a company (Australian or overseas) and suggest how the marketing manager might use the defined measures (metrics) to improve customer satisfaction in their organisation.
You are expected to cite academic and professional papers in your assignment. Of these citations, at least 5 references must be peer reviewed journal articles.
Deakin guide to referencing. (Please use Harvard in the Business Faculty)
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