Question

Which of the following is an objection to relying solely on Return on Market Investment (ROMI) results?

(1 point)
• ROMI requires knowing what would have happened without the marketing expenditure.
• ROMI is a standardized measure that organizations can interpret literally.
• ROMI tends to focus on long-term performance rather than short-term performance.
• ROMI focuses too heavily on the marketing aspects of the firm.

Answer 1

The statement that is an objection to relying that solely on Return on Market Investment (ROMI) results is that "ROMI requires knowing what would have happened without the marketing expenditure." ROMI is the contribution to profit attributable to marketing (net of marketing spending), divided by the marketing 'invested' or risked.