A Study of Marketing Performance Evaluation System for Notebook Distributors

Abstract

The hi-tech industry plays an important role in the industry structure of Taiwan as evidenced by the developmentof the information industry, with the notebook industry in the lead. The aim of this study is to develop amarketing performance evaluation model for Taiwanese notebook distributors. A total of 19 marketingperformance evaluation indicators, including financial-perspective factors, customer-perspective factors, internalprocess factors, and innovation and learning factors are established based on a review of the relevant literature.Each indicator is arranged into four criteria according to the balanced scorecard method. The analytic hierarchyprocess (AHP) is used to decide the priority and relative weights of the criteria. The management of notebookdistributorships can use this marketing performance evaluation model to objectively assess their performance.