Professional Documents
Culture Documents
SM - 05 - 660145fcbb764
SM - 05 - 660145fcbb764
• Awareness rates.
• Satisfaction and Loyalty Ratings
• Growth and Share targets.
• Hurdle rates for Projected ROI
• NPV hurdles.
Marketing Control
• Budget
• Profitability
• Efficiency (Productivity)
Budget Controls
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 Controls
Profitability Controls
• Profitability control by
– Product
– Territory
– Consumer segment
– Trade channels
– Order size
Efficiency Controls
Efficiency Control
• Sales force efficiency
• Advertising efficiency
• Sales promotion efficiency
• Distribution efficiency
Sales force Efficiency
• No. of calls per salesperson per day
• Average revenue per sales call
• Average cost per call
• Average call time per call
• No. of new customers per period
• Sales force cost per unit sales
Advertising Efficiency
• CPT ( It is the cost an advertiser pays for one
thousand views or clicks of an advertisement)
• Before and after measure of attitude towards
the product
• No. of enquiries per ad
• Cost per enquiry
Sales Promotion Efficiency
• % 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
Benchmarks for Controls
Branding strategies
CR
Mark. MIS
CR MkIS Knowledge
Mgt. DSS Management
Other
Sustainable
Customer Customer competitive
Augmentation of
Enhancement Retention advantages and
product/service offer
increase in
shareholder value
• Potential customer
Advantages of relationship marketing
Thank you.