A Study of Marketing Performance Evaluation System for Notebook Distributors

Abstract

The hi-tech industry plays an important role in the industry structure of Taiwan as evidenced by the development of the information industry, with the notebook industry in the lead. The aim of this study is to develop a marketing performance evaluation model for Taiwanese notebook distributors. A total of 19 marketing performance evaluation indicators, including financial-perspective factors, customer-perspective factors, internal process factors, and innovation and learning factors are established based on a review of the relevant literature. Each indicator is arranged into four criteria according to the balanced scorecard method. The analytic hierarchy process (AHP) is used to decide the priority and relative weights of the criteria. The management of notebook distributorships can use this marketing performance evaluation model to objectively assess their performance.

Development of a firm export performance measurement model using a hybrid multi-attribute decision-making method

“…Quantitative methods have been suggested as a way to prioritize different criteria in multiple areas of research. For example, Chang et al , (2012) applied the analytic hierarchy process to compare the relative weights of quantitative criteria for measuring marketing performance. The cited authors found that marketing performance criteria could be selected through a sequential sorting of the entire list of indicators.…”

Determining Factors for Marketing Success in Endek and Embroidered Textile Industry Through the Integration of Entrepreneurship Orientation and Customer Relationship Marketing in Marketing Capabilities

“…Marketing performance is a measure of achievement obtained from the overall marketing activity process of an organization (Chang et al, 2012). In addition, Best (2009: 66-67) argues that marketing performance is a market metric that records customer behavior, which in turn will be an indicator of financial performance.…”

“…In addition, the study of Grawe et al (2009) uses main measurements that combine financial and marketing-based performance measures, namely: sales volume growth, profit margin growth, market share growth, and overall competitive position. Meanwhile, Chang et al (2012) use marketing performance indicators, such as: financial perspective; customer perspective; internal processes; and innovation and learning.…”

“…Such changes has inadvertently encouraged many parties (management) to produce new products aimed at attracting customers because of the very competitive environment (Keh et al, 2007). The development of unique ideas certainly requires capability in marketing, so that marketing performance can be optimal (Chang et al, 2012;Best, 2009).…”

Mimicry Marketing Strategy on Marketing Performance of Small and Medium Enterprise

“…Gama, (2011) measures marketing performance by using the dimension of market share, service quality, customer satisfaction, customer loyalty and brand equity. Chang et al, (2012) measures marketing performance with four perspectives, namely: financial perspective, customer perspective, internal process perspective and the perspective of learning and innovation. While Saekoo et al, (2012) measures marketing performance by using dimension of sales, growth in market share and market development.…”