Last December, Lisa Schmitt, vice president of marketing at Bock Machine Tool, identified four market segments her firm would attempt to penetrate this year. As this year comes to an end, Lisa would like to evaluate the firm's performance in reaching each of these four segments.

Lisa turns to you for assistance.

1. First, what information would you seek from the firm's marketing information system to perform the analysis? Be specific and detailed here in your response. Don't just list a couple of measures.
2. Second, how would you know whether the firm's performance in a particular market segment was good or bad? Again be detailed in your response here. You should evaluate the performance or more than one criteria.