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 development
of the information industry, with the notebook industry in the lead. The aim of this study is to develop a
marketing performance evaluation model for Taiwanese notebook distributors. A total of 19 marketing
performance evaluation indicators, including financial-perspective factors, customer-perspective factors, internal
process 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 hierarchy
process (AHP) is used to decide the priority and relative weights of the criteria. The management of notebook
distributorships can use this marketing performance evaluation model to objectively assess their performance.