Which of the following is a true statement regarding managing and measuring marketing return on investment (ROI)?
A. One reason ROI is used is because it is easy to measure.
B. Marketers define ROI as a quantitative measure derived by dividing returns (that is, profits) by the costs of the investments.
C. Marketers are increasingly using measures such as customer acquisition and retention, customer engagement, and customer equity as measures of ROI.
D. ROI is being used less today because marketing managers are not as accountable for performance as they were in the past.
E. Marketers increasingly use customer-centered measures of ROI that include brand awareness, sales, and market share.
Answer: C. Marketers are increasingly using measures such as customer acquisition and retention, customer engagement, and customer equity as measures of ROI.
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