Upon completion of this chapter, the student will be able to answer the following questions:

1. How do components of the management process work together to achieve strategic objectives and facilitate the measurement of performance?
2. How and when should evaluation (and control) of marketing performance be conducted?
3. What factors should be analyzed to evaluate marketing performance at each organizational level?
4. What are the key performance criteria, and why are they of importance to marketers?
5. How is the strategic profit model used to analyze marketing performance?
6. Where is information for performance evaluation found, and how is its quality determined?