Professional Documents
Culture Documents
Martilla James 1977
Martilla James 1977
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John A. Martilla and John C. James
Importance-Per
Analysis
An easily-appliedtechniquefor measuringattributeimportance
and performance
canfurtherthe development of effectivemarketingprograms.
Management Applications
Interpreting the Results Developing Marketing Strategies
Interpretationof the importance-performancegrid Importance-performanceanalysisprovidesmanage-
may be illustratedwith examples taken from each of ment with a useful focus for developing marketing
the four quadrants.
strategies. In the case of service prices, for example,
A. Concentrate here Customers feel that low at least three strategies, or combinations of
service prices (Attribute 9) are very important strategies, might be considered:
but indicate low satisfaction with the dealer's First The dealercouldmeet the priceissue head-on
performance. through informative advertising showing that the
B. Keep up with the good work Customers dealer's rates are lower than service station prices
value courteous and friendlyservice (Attribute or by running coupon specials for service work
6) and are pleased with the dealer's per- performed dack periods of the week.
formance. Second Given the high importance attached to
C. Low priority The dealer is rated low in terms doing the job right the first time (Attribute 1) and
of providing courtesy buses and rental cars fast action on complaints (Attribute 2), the dealer
(Attribute 13), but customers do not perceive might attempt to make customers feel that his
this feature to be very important. service rates are worth paying by improving his
D. Possible overkill The dealer is judged to bee performed during slack periods of the week.
doing a good job of sending out maintenance Third The dealer might lessen the impact of his
notices (Attribute 14), but customers attach perceivedhigh service pricesby selling customers an
only slight importance to them. (However, extended warranty which would reduce out-of-
there may be other good reasons for contin- pocket repaircharges and encouragetheir returning
uing this practice.) to the dealer for regular maintenance.
Importance-Performance Analysis / 79