Importance-Performance Analysis.

The article discusses importance-performance analysis, a method used to determine the effectiveness and consumer acceptance of marketing programs. According to the author, marketers must first identify the key features of their marketing mix, using methods such as personal interviews, focus groups and managerial judgment. The author notes that importance measures and performance should be kept separate from one another. Also noted is the ability the of importance-performance to bring marketer's attention to aspects of a marketing program that need improvement. [ABSTRACT FROM AUTHOR]