Professional Documents
Culture Documents
Adbms Marketing Evaluation and Control
Adbms Marketing Evaluation and Control
Adbms Marketing Evaluation and Control
Marketing Implementation
is the process that converts plans into
assignments, which after successful achievement accomplishes the plans stated objectives
Marketing Implementation
marketing programs Diagnostic skills Identification of company level Implementation skills Evaluation skills
Steps that an organization takes to ensure that its marketing plans are successful.
Marketing Control
iBudget
Budget Control
Measurement of results against monthly/quarterly budgets (goals) Reasons for deviations (variances) Remedial steps to be taken to close the gaps between performance and goals Review performance in the next month/quarter and assess results
Profitability Control
80 : 20 rule Product rationalisation Customer rationalisation Costing Analysis
Efficiency Control
Sales force efficiency Advertising efficiency Sales promotion efficiency Distribution efficiency
Advertising Efficiency
CPT Before and after measure of attitude towards the product No. of enquiries per ad Cost per enquiry
% sales sold on promotion Display cost per sales rupee % coupons redeemed No. of enquiries resulting from a demonstration
Distribution Efficiency
Time taken to execute orders % order executed service levels
a.Setting standards based on plans b.Measuring performance against standards Correcting deviations from standards and plans
Marketing Expense
Sales Force Sales Administration Advertising Sales Promotion Public Relations Direct Market Marketing Research
Marketing Evaluation Techniques Sales analysis Market-share analysis Marketing cost and profitability analysis Efficiency ratios Marketing-effectiveness rating review Marketing audit
Financial Analysis
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Marketing Audit
Marketing audit is a comprehensive, systematic, independent, and periodic examination of a companysor business unitsmarketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the companys marketing performance Philip Kotler
Areas to be audited
The audit is conducted by company specialists, company division or department managers, or outside specialists. 2. It may be done at the end of a calendar year, or the annual reporting year, or when doing a physical inventory.
A horizontal audit studies the overall performance of a .firm, emphasizing the interrelationship of variables. A vertical audit is an in-depth analysis of one aspect of a firms marketing strategy. 4. Audit forms list the topics to be examined and the exact information required to evaluate each topic.
Implementation decisions include: the timing and duration, employee awareness, when and how audit is performed, and how the audit report will be prepared. 6. Findings and recommendations are given to management.
5.
Comprehensive
Must cover all marketing areas
Systematic
Sequential diagnostic steps
Independent
Internal & external auditors
Periodic
Performed at regular intervals
Marketing environment audit Marketing strategy audit Marketing organization audit Marketing system audit Marketing productivity audit Marketing function audit Marketing excellence review Ethical and social responsibility review
The moral principles or values that generally govern the conduct of an individual.
Morals
Ethical?
Legal?
Code of Ethics
A guideline to help marketing managers and other employees make better decisions.
Unethical Practices
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Economic Be profitable.
Deceptive Pricing
Deceptive Promotion Deceptive Packaging
as cars and jewelry are said to be sold, not bought. Such tactics damage marketers long-run relationship with customers.
Shoddy or Unsafe Products products are not made well. products deliver little benefit. Concerns product safety.
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Planned
Poor Service to
Disadvantaged Obsolescence Consumers Hold back May pay more attractive for inferior functional goods. features. May break, wear, rust, or rot sooner than should.
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Cultural polution
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Consumerism
Consumerism is an Organized Movement of Citizens and Government Agencies to Improve the Rights and Power of Buyers in Relation to Sellers.
Buyers Rights
Sellers Rights
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The Right to Expect the Product to be Safe The Right to Expect the Product to Perform as Claimed The Right to Be Well Informed About the Product The Right to Be Protected Against Questionable Products The Right to Be Heard About Quality of Life Issues
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Marketing Ethics
Companies Need to Develop Corporate Marketing Ethics Policies Broad Guidelines That Everyone in the Organization Must Follow and Should Address:
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principles That Should Guide Companies and Marketing Managers On Issues of Ethics and Social Responsibility:
Marketing Ethics
Responsibility of Decided by the Free Market and Individual Legal System Companies And Managers
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Objective 3
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