Ch22

Chapter 22 Marketing Implementation and Control : 

Chapter 22 Marketing Implementation and Control Text by William M. Pride O. C. Ferrell Multimedia Slides by Milton M. Pressley Univ. of New Orleans MARKETING 2000e

Objectives : 

Objectives To Describe the Marketing Implementation Process, and the Major Approaches to Marketing Implementation To Understand the Components of the Marketing Process To Learn About the Role of the Marketing Unit in the Firm's Organizational Structure To Identify the Alternatives for Organizing a Marketing Unit To Understand the Control Processes Used in Managing Marketing Strategies To Learn How Costs and Sales Analyses Are Used to Evaluate the Performance of Marketing Strategies To Learn About the Major Components of a Marketing Audit

The Marketing Implementation Process -Two Types of Strategy : 

The Marketing Implementation Process -Two Types of Strategy 1. Intended

The Marketing Implementation Process -Two Types of Strategy : 

2. Realized THIS IS NOT EXACTLY WHAT I HAD PLANNED! The Marketing Implementation Process -Two Types of Strategy

The Marketing Implementation Process -Problems in Implementing Marketing Activities : 

The Marketing Implementation Process -Problems in Implementing Marketing Activities Marketing Strategy and Implementation Are Related Marketing Strategy and Implementation Are Constantly Evolving Responsibility for Marketing Strategy and Implementation Are Separated

The Marketing Implementation Process -Separation of Strategic Planning and Marketing Implementation : 

Source: Adapted from O. C. Ferrell, Michael D. Hartline, George H. Lucas, Jr., and David Luck, Marketing Strategy. Copyright © 1999. The Marketing Implementation Process -Separation of Strategic Planning and Marketing Implementation Time Spent On: Very Much Very Little Chief Executive Officer Mid-level Marketing Managers Customer Contact Managers Strategic Planning Marketing Implementation

The Marketing Implementation Process -Components of Marketing Implementation : 

The Marketing Implementation Process -Components of Marketing Implementation

Approaches to Marketing Implementation : 

Approaches to Marketing Implementation Internal Marketing External Customers Internal Customers

Approaches to Marketing Implementation Internal Marketing Framework : 

Source: Adapted from Nigel F. Piercy, Market-Led Strategic Change, Copyright ? 1992, Butterworth-Heinemann Ltd., p. 371. Used with permission. Approaches to Marketing Implementation Internal Marketing Framework Marketing Implementation Marketing Strategy Internal Marketing Program Marketing Mix External Marketing Program Marketing Mix

Approaches to Marketing Implementation : 

Approaches to Marketing Implementation Internal Marketing External Customers Internal Customers Total Quality Management (TQM)

Approaches to Marketing Implementation TQM’s Principles : 

Approaches to Marketing Implementation TQM’s Principles Continuous Quality Improvement Benchmarking Empowered Employees Empowerment Quality-Improvement Teams

Organizing Marketing ActivitiesThe Role of Marketing in an Organization’s Structure : 

Organizing Marketing ActivitiesThe Role of Marketing in an Organization’s Structure Adopting the Marketing Concept Customer’s Needs Are Pivotal Concentrating on Discovering Buyers’ Wants and Fulfilling Them So as to Achieve Organizational Goals Closer Coordination with Other Functional Areas

Organizing Marketing Activities Alternatives for Organizing the Marketing Unit : 

Organizing Marketing Activities Alternatives for Organizing the Marketing Unit Authority at This Level Centralized

Organizing Marketing Activities Alternatives for Organizing the Marketing Unit : 

Centralized Authority at This Level Decentralized Organizing Marketing Activities Alternatives for Organizing the Marketing Unit

Organizing Marketing Activities : 

Organizing Marketing Activities Organizing by Functions Organizing by Products Organizing by Regions Organizing by Types of Customers

Organizing Marketing Activities : 

Organizing Marketing Activities Organizing by Functions Organizing by Products Organizing by Regions Organizing by Types of Customers

Implementing Marketing Activities : 

Implementing Marketing Activities

Implementing Marketing Activities : 

Implementing Marketing Activities

Implementing Marketing Activities : 

Implementing Marketing Activities

Implementing Marketing Activities : 

Implementing Marketing Activities

Controlling Marketing ActivitiesMarketing Control Process : 

Establishment of Performance Standards Controlling Marketing ActivitiesMarketing Control Process

Controlling Marketing ActivitiesMarketing Control Process : 

Establishment of Performance Standards Evaluation of Actual Performance Controlling Marketing ActivitiesMarketing Control Process

Controlling Marketing ActivitiesMarketing Control Process : 

Establishment of Performance Standards Evaluation of Actual Performance Controlling Marketing ActivitiesMarketing Control Process

Controlling Marketing ActivitiesMarketing Control Process : 

Establishment of Performance Standards Evaluation of Actual Performance Controlling Marketing ActivitiesMarketing Control Process

Methods of Evaluating Performance : 

Methods of Evaluating Performance Sales Analysis

Methods of Evaluating Performance : 

Methods of Evaluating Performance Sales Analysis Marketing Cost Analysis

Slide 27: 

LET’S GO OVER THE FOUR BROAD CATEGORIES OF COSTS IMPORTANT TO MARKETING COST ANALYSIS Methods of Evaluating Performance Marketing Cost Analysis

Slide 28: 

Fixed Costs Methods of Evaluating Performance Marketing Cost Analysis

Slide 29: 

Fixed Costs Variable Costs Methods of Evaluating Performance Marketing Cost Analysis

Slide 30: 

Fixed Costs Variable Costs TraceableCommon Costs Methods of Evaluating Performance Marketing Cost Analysis

Slide 31: 

Fixed Costs Variable Costs TraceableCommon Costs Nontraceable Common Costs Methods of Evaluating Performance Marketing Cost Analysis

Slide 32: 

HOW COSTS ARE DEALT WITH DEPENDS ON THE APPROACH USED BY THE ANALYST. IT CAN BE . . . Methods of Evaluating Performance Marketing Cost Analysis

Slide 33: 

FULL-COST APPROACH DIRECT-COST APPROACH Methods of Evaluating Performance Marketing Cost Analysis

Slide 34: 

Marketing Audit Customer-Service Audit Methods of Evaluating Performance The Marketing Audit

Slide 35: 

Marketing Audit Customer-Service Audit Methods of Evaluating Performance The Marketing Audit

Slide 36: 

OK, YOU SHOULD NOW . . . Be Able to Describe the Marketing Implementation Process, and the Major Approaches to Marketing Implementation Understand the Components of the Marketing Process Know About the Role of the Marketing Unit in the Firm's Organizational Structure Be Able to Identify the Alternatives for Organizing a Marketing Unit Understand the Control Processes Used in Managing Marketing Strategies Know How Costs and Sales Analyses Are Used to Evaluate the Performance of Marketing Strategies Be Aware of the Major Components of a Marketing Audit