Basic Marketing - Chapter 19: Implementing and Controlling Marketing Plans Evolution and Revolution

Nội dung text: Basic Marketing - Chapter 19: Implementing and Controlling Marketing Plans Evolution and Revolution

1. Chapter 19: Implementing and Controlling Marketing Plans: Evolution and Revolution For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
2. Chapter 19 Objectives When you finish this chapter, you should 1. Understand how information 5. Understand the differences in sales technology is speeding up feedback analysis, performance analysis, and for better implementation and performance analysis using control. performance indexes. 2. Know why effective implementation 6. Understand the difference between is critical to customer satisfaction and the full-cost approach and the profits. contribution-margin approach. 3. Know how total quality management 7. Understand how planning and can improve implementation— control can be combined to improve including implementation of service the marketing management process. quality. 8. Understand what a marketing audit is 4. Understand how sales analysis can —and when and where it should be aid marketing strategy planning. used. 9. Understand important new terms. For use only with Perreault and McCarthy texts. 19-2 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
3. Information Technology Faster Real Time Feedback Data Details Relationship Efficient Building and Effective For use only with Perreault and McCarthy texts. 19-3 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
4. Specific Implementation Problems Marketing Mix Implementation Decision Area Operational Problem Approach Product Rapid product design Use 3-D CAD software Pretest different versions PC graphics samples Place Inventory coordination Bar code, EDI Get input and cooperation TV conference Promotion Quick TV ad distribution Satellite distribution Answer questions Toll-free number Price Identify frequent users Create “favorite” club Determine impact of price Show unit price, vary by sensitivity market and competition Exhibit 19-1 For use only with Perreault and McCarthy texts. 19-4 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
5. Total Quality Management Cost of Defects Management Continuous Leadership and Improvement return on quality TQM Empowerment Customer Focus Quality tools, benchmarking, and the like For use only with Perreault and McCarthy texts. 19-5 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
6. Sales and Performance Analyses Sales Analysis Tools for Performance Analysis Control Performance Index For use only with Perreault and McCarthy texts. 19-6 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
7. Marketing Cost Analysis Allocation Full-Cost Contribution- Approach Margin Approach For use only with Perreault and McCarthy texts. 19-7 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
8. Key Terms Total Quality Management (TQM) Continuous Improvement Pareto Chart Fishbone Diagram Empowerment Benchmarking Sales Analysis Performance Analysis Performance Index Iceberg Principle Marketing Cost Analysis Full-Cost Approach Contribution-Margin Approach Marketing Audit For use only with Perreault and McCarthy texts. 19-7 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill