Conclusions Drawn By PIMS
The original PIMS data survey led the PIMS project to identify 37 variables which account for the majority of business success. Two leading marketing texts differ slightly on which variables are the most important, with Dibb, Simkin, Pride and Ferrell (p676) identifying:
- a strong market position
- high quality of product
- lower costs
- lower requirement for capital investment
and Lanacaster, Massingham and Ashford (p535) citing:
- market share
- image
- investment intensity
- market growth
- life cycle stage
- marketing expense to sales ratio.
While many of these seem obvious, PIMS has the advantage of providing empirical data that define quantitative relationships and back what some may consider to be common-sense.
Read more about this topic: Profit Impact Of Marketing Strategy
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