Lecture Basic Marketing: A global-managerial approach: Chapter 19 - William D. Perreault, E. Jerome McCarthy

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,...

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 Chapter 19 Objectives When you finish this chapter, you should Understand how information  technology is speeding up feedback  for better implementation and  control Understand the differences in sales  analysis, performance analysis, and  performance analysis using  performance indexes.  Know why effective implementation  is critical to customer satisfaction  and profits Understand the difference between  the full­cost approach and the  contribution­margin approach.  Know how total quality management  can improve implementation—  including implementation of service  quality Understand how planning and  control can be combined to improve  the marketing management process.  Understand how sales analysis can  aid marketing strategy planning.  Understand what a marketing audit is —and when and where it should be  used.  9.  Understand important new terms 19­2 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Information Technology Faster Faster Feedback Feedback Relationship Relationship Building Building 19­3 Real Real Time Time Data Data Details Details Efficient Efficient and and Effective Effective For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Specific Implementation Problems Marketing Mix Decision Area Operational Problem Implementation Approach Product Rapid product design Pretest different versions Use 3­D CAD software PC graphics samples Place Inventory coordination  Get input and cooperation  Bar code, EDI TV conference Promotion  Quick TV ad distribution  Answer questions Satellite distribution Toll­free number Price Identify frequent users  Determine impact of price  sensitivity  Create “favorite” club Show unit price, vary by market and competition Exhibit 19­1 19­4 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Total Quality Management Cost of Defects Management Leadership and return on quality Continuous Improvement TQM Customer Focus Empowerment Quality tools, benchmarking, and the like 19­5 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Sales and Performance Analyses Sales Sales Analysis Analysis Tools for Control Performance Performance Analysis Analysis Performance Performance Index Index 19­6 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Marketing Cost Analysis Allocation Full-Cost Approach 19­7 ContributionMargin Approach For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Key Terms 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 19­7 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill ... benchmarking, and the like 19? ?5 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 199 9 Irwin/McGraw-Hill Sales and Performance Analyses Sales Sales Analysis Analysis... Analysis Allocation Full-Cost Approach 19? ?7 ContributionMargin Approach For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 199 9 Irwin/McGraw-Hill Key Terms Total... Performance Performance Analysis Analysis Performance Performance Index Index 19? ?6 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 199 9 Irwin/McGraw-Hill Marketing