企業資源有限，需要決策。透過科學化的行銷模式，模擬行銷努力與行銷績效的關係，結合使用者的經驗，對於實務上複雜的行銷決策，提供績效預期的參考，以便適當地將企業資源做最合理與最適化的分配。隨著行銷環境的日益複雜，經理人決策的複雜度與困難性與日俱增，但所幸由於行銷決策支援系統的漸趨成熟、行銷經理人的專業提昇、行銷理論與模式發展更趨於企業實務運作的一致性、行銷模式使用價值的認同與接受等因素，科學化行銷模式在企業實務中的運用將更為普遍，可以提供行銷經理人在複雜的行銷環境中，提昇其行銷績效。

本研究的主要目的在以實證探討國內企業使用行銷模式做為決策參考工具的可行性、效益與限制，並藉以瞭解企業界對使用行銷模式的態度與評價。本研究以Lodish(1971)的CALLPLAN模式做為企業實證的行銷模式，以較大的實驗樣本數，並以靜態組間比較(The Static-Group Comparison)進行實驗組與控制組的行銷績效檢定分析，藉以瞭解行銷績效與行銷努力的關係。

實證研究結果發現在本研究所定義與蒐集的六項行銷績效指標中，不僅在銷售額與利潤兩項數值資料的績效表現，經過統計方法的檢定，在成長幅度上實驗組皆顯著高於對應之控制組；在另四項軟性資料指標（決策品質、決策效率、管理效果、新客戶開發與掌握）上，實驗組亦有令人滿意的績效表現。證明在現今國內企業的行銷環境中，若能善加利用科學行銷模式做為績效模擬預期的工具，將對企業運作的實際績效能有相當的助益。

中文部份
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