MTS Systems Inc. is a relatively small manufacturer of measurement instruments used to monitor and control automated production processes in a number of different industries, such as autos and aerospace. The firm has 12 salespeople, each of whom calls on companies in a particular industry.

While the firm’s sales have increased steadily in recent years, its profits have been relatively stagnant. One problem is that the firm has no information concerning the relative profitability of the various products it makes or the different customers to whom it sells. MTS Systems has hired you as a marketing consultant to design a performance measurement system that will enable the firm to evaluate its performance across the various items in its product line and the various segments of its market. As if you were a marketing consultant, outline the major marketing metrics you would recommend including in such a system.