营销的首要目的是如何在购买过程中,最大限度地强化品牌的效能。营销活动效果怎样,关键是打破购买过程各阶段品牌影响力的瓶颈。为了更好地了解品牌如何在购买过程中对消费者发挥作用麦肯锡设计了一些关键指标,包括:意向引导指标 The primary purpose of marketing is how to maximize the brand's effectiveness in the buying process. What is the effect of marketing activities, the key is to break the bottleneck of the brand influence of the various stages of the purchase process. To better understand how brands work for consumers during the buying process McKinsey has designed some of the key metrics including: Intention to guide metrics