For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 19: Implementing and Controlling Marketing.

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For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill 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 When you finish this chapter, you should 19-2 Chapter 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 full-cost approach and the contribution-margin 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.

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Information Technology Faster Feedback Faster Feedback Real Time Data Details Real Time Data Details Efficient and Effective Efficient and Effective Relationship Building Relationship Building 19-3

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Exhibit 19-1 Product Rapid product designUse 3-D CAD software Pretest different versionsPC graphics samples Place Inventory coordination Bar code, EDI Get input and cooperation TV conference Promotion Quick TV ad distribution Satellite distribution Answer questionsToll-free number Price Identify frequent users Create “favorite” club Determine impact of price Show unit price, vary by sensitivity market and competition Operational Problem Implementation Approach Marketing Mix Decision Area 19-4 Specific Implementation Problems

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Total Quality Management Cost of Defects Empowerment Continuous Improvement Customer Focus Management Leadership and return on quality Quality tools, benchmarking, and the like TQM 19-5

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Performance Index Performance Analysis Sales Analysis Tools for Control 19-6 Sales and Performance Analyses

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Marketing Cost Analysis 19-7 Allocation Full-Cost Approach Contribution- Margin Approach

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill 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 19-7 Key Terms