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Marketing Implementation and Evaluation
Chapter 21 Marketing Implementation and Evaluation McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
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Chapter Goals Role of implementation in the management process
Organizational structures used to implement marketing programs Warranties and other services as a way of assuring customer satisfaction Marketing audit and misdirected marketing effort The steps comprising the evaluation process in marketing Analyses of sales volume, market share, and marketing costs How findings from sales and cost analyses can be used by managers McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
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Implementation and Evaluation
The stage in the management process during which an organization attempts to carry out its strategic plan EVALUATION Determining how well the company is achieving the goals set forth in its strategic plan
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Company-Wide Organization
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Major Forms of Sales Organizations
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Warranties and Postsale Services
Product Liability Benefits Vs. Costs Merchandise Returns Complaint Handling Maintenance and Repairs
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The Circular Relationship Among Management Tasks
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of the marketing function
Marketing Audit Environment Philosophy Goals Comprehensive review and evaluation of the marketing function in an organization Performance Strategies Financial Resources Organization Structure Human Resources
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Misdirected Marketing Effort
The Principle Reasons for Misdirected Effort Total sales and costs are too general Inadequate cost information Lack of reliable standards
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The Evaluation Process
Find out what happened Find out why it happened Decide what to do about it
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Annual Sales Volume of Great Midwest Company
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District Sales Volume of Great Midwest Company, 2003
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Marketing Cost Analysis
Ledger Expenses Activity Costs by Product Activity Costs by Market
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Profit and Loss Statement Great Midwest Company, 2003
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Allocation of Activity Costs Great Midwest Company, 2003
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Profit and Loss Statements for Sales Districts, 2003
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Challenges in Cost Analysis
Direct Costs Allocating Costs Indirect Costs Full Cost Contribution Margin
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Use of Findings from Volume and Cost Analysis
Products Territories Customer Classes Order Sizes
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Key Terms and Concepts Planning Implementation Evaluation
Geographic specialization Product specialization Customer specialization Major accounts organization Warranty (guarantee) Express warranty Implied warranty Product liability Warning label Postsale service Marketing audit Misdirected marketing effort 80-20 principle McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
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Key Terms and Concepts Iceberg principle Sales volume analysis
Market-share analysis Marketing cost analysis Direct costs Indirect costs Contribution-margin approach Full-cost approach Small-order problem McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
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