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In terms of the contents of performance, marketing performance is an important content of an enterprise’s overall performance, judging from the indicators of performance evaluation, marketing performance evaluation is paid an increasingly attention by enterprises. Therefore, in this study, it will take marketing performance as the representative of the overall performance of enterprises to determine if e-commerce application has an impact on enterprises’ marketing performance. 2.4.2 The selection of indicators of marketing performance in research According to the previous overview on measurement methods of enterprise performance, it can be found that indicators of marketing performance evaluation are the important constituent elements of indicator system of performance evaluation for enterprises. Marketing performance evaluation is a prerequisite for marketing decisions, whether an enterprise can properly evaluate its own marketing activities, whether it can find the problems in marketing activities, whether it can settle and perfect these problems in the follow-up marketing activities determine whether the enterprise can make better marketing decisions and develop targeted marketing plan. Marketing performance evaluation is enterprise managers’ making use of a certain indicator to make a general evaluation towards the enterprise’s marketing effect in order to evaluate the effectiveness of marketing activities and deal with the urgent problems existing and needing to be solved (Fu & Li, 2003). Different elements such as guiding theory, corporate marketing strategy, the enterprise’s background, variables of task environment would result in complex and diverse indicators of marketing evaluation (Morgana et al, 2003). As Clark (1999) pointed out in his studies, the current indicators which can be selected for evaluating marketing performance include more and more contents, in addition to traditional financial indicators (profits, sales, cash flow), the evaluation for marketing performance has also been extended to non-financial indicators (market share, quality, customer satisfaction, loyalty, brand equity), it also extends to a wider range of marketing audit, implementation and orientation. In recent years, the amount and categories of measurement indicators can be used by enterprises have been significantly increased (Meyer, 1998). A thesis which has summarized five major marketing journals and found nineteen measurement indicators for expressing ‘successful’ marketing, the most commonly used are sales, market share, profit contribution and purchase intentions (Ambler, et al, 2003). In terms of various indicators, it should be based on appropriate standards. Assmus, Farley and Lehmann (1984) believe that in addition to internal and external benchmarks, performance evaluation at any time require for adjustments in allusion to the effects in the past and future, for example, the effects of some ads would have a lag period of more than a year, which will affect the subsequent fiscal year. |
