TAILIEUCHUNG - Lecture Business marketing: Connecting strategy, relationships, and learning (4/e): Chapter 15 - Dwyer, Tanner

Chapter 15 - Evaluating marketing efforts. In this chapter, students will be able to understand: Describe the importance and dimensions of information and control systems, select appropriate tools of control for specific situations, calculate tolerance ranges for marketing performance, describe how control processes contribute to other organizational processes such as reengineering and strategic planning. | McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Managing Programs and Customers Part Four Part Four Managing Programs and Customers Chapter 15 Evaluating Marketing Efforts Chapter 16 Customer Retention and Maximization Chapter 15 Evaluating Marketing Efforts THE PROCESS OF CONTROL Measure performance Compare performance to standard Replicate cause of high performance Eliminate cause of low performance Below Standard? Above Standard? Exhibit 15-1 15- THE FUNCTIONS OF A MARKETING CONTROL SYSTEM MEASURES ACTUAL PERFORMANCE AGAINST PLANNED PERFORMANCE Sensor - The Measuring Tool Standard – The Goal To Achieve MEASURES PRODUCTIVITY AND PROFITS BY Types Of Products Customers Territories MEASURES KEY MARKETING VARIABLES: Customer Satisfaction Advertising Efforts Pricing Strategies Distribution/Channel Activities 15- Measure what’s important THREE COMMON-SENSE PRINCIPLES OF CONTROL Assumptions and goals determine measures What gets measured

• Marketing - Bán hàng
• Marketing control system
• Market strategy
• Business marketing
• Lecture Business marketing
• Business markets
• Evaluating marketing efforts