When you finish this chapter, you should: Understand how information technology is speeding up feedback for better implementation and control, know why effective implementation is critical to customer satisfaction and profits, know how total quality management can improve implementation including implementation of service quality,...
Trang 1
Implementing and
Controlling Marketing Plans:
Evolution and Revolution
Trang 2Chapter 19 Objectives
1 Understand how information
technology is speeding up feedback
for better implementation and
control.
2 Know why effective implementation
is critical to customer satisfaction
and profits.
3 Know how total quality management
can improve implementation—
including implementation of service
quality.
4 Understand how sales analysis can
aid marketing strategy planning.
5 Understand the differences in sales analysis, performance analysis, and performance analysis using
performance indexes.
6 Understand the difference between the fullcost approach and the
contributionmargin approach.
7 Understand how planning and control can be combined to improve the marketing management process.
8 Understand what a marketing audit is
—and when and where it should be used.
9. Understand important new terms.
Trang 3Information Technology
Faster Feedback
Faster Feedback Data Details Data Details Real Time Real Time
Efficient and Effective
Efficient and Effective
Relationship
Building Relationship
Building
Trang 4Product Rapid product design Use 3D 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
Price Identify frequent users Create “favorite” club
Determine impact of price Show unit price, vary by
Operational Problem Implementation Approach
Marketing Mix
Decision Area
Specific Implementation Problems
Trang 5Total Quality Management
Cost of Defects
Empowerment
Continuous Improvement
Customer Focus
Management Leadership and return on quality
Quality tools, benchmarking, and the like
TQM
Trang 6Performance Index Performance Analysis
Sales Analysis
Tools for
Control
Sales and Performance Analyses
Trang 7Marketing Cost Analysis
Allocation
Full-Cost Approach Margin Approach
Trang 8Contribution-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
Key Terms