管理期权度量方法与传统度量方法在营销审计中的比较研究

对于营销审计来说,传统的度量方法最大的缺点是忽略了营销的不确定性。这会导致高估一些 过于守旧的营销战略而低估许多富有活力的营销思想。本文将传统度量方法与管理期权度量方法相比较, 指出管理期权度量方法注重到了营销的不确定性,创新地把管理期权度量方法运用到营销审计中,极大地提 高营销审计的实效,也使营销审计的度量方法上升到了一个新台阶。

The Comparision Research Between Managerial Option and Traditional Measurement Method in Marketing Audit

The biggest weakness in traditional measurement method is to neglect the marketing's unknown. This will cause overestimate some too conservative marketing strategy but under-estimations many rich vigorous marketing strategy. Compared with the traditional measurement method, this paper found that managerial option measurement method pay attention to the marketing's unknown. It could enhance the level of marketing audit.