1 Organizing, Implementing, Evaluating, and Controlling Marketing Activities Chapter 12.
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Transcript of 1 Organizing, Implementing, Evaluating, and Controlling Marketing Activities Chapter 12.
![Page 1: 1 Organizing, Implementing, Evaluating, and Controlling Marketing Activities Chapter 12.](https://reader036.fdocuments.us/reader036/viewer/2022082612/56649f035503460f94c17685/html5/thumbnails/1.jpg)
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Organizing, Implementing, Evaluating, and Controlling
Marketing Activities
Chapter 12
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Marketing Implementation is the process that turns
marketing plans into action assignments and ensures that such
assignments are executed in manner that accomplishes the plan’s
stated objectives..
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Controlling Marketing Activities
– Annual plan control
– Profitability control
– Efficiency control
– Strategic control
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• Annual Plan Control– Sales analysis
– Market share analysis
– Marketing expense to sales analysis
– Financial analysis
– Market based scorecard analysis
• Profitability Control– Methodology of marketing profitability analysis
– Determining the best corrective action
– Direct versus full costing
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Efficiency control– Sales force efficiency
– Advertising efficiency
– Sales promotion efficiency
– Distribution efficiency
Strategic control– Marketing effectiveness rating review
– Marketing audit
– Marketing excellence review
– Company ethical and social responsibility review
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• Direct & Online marketing
• Global marketing
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• Sustainable marketing[Social responsibility & ethics]
meeting the present needs of the consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.
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• Consumerism
• Environmentalism
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• Sustainable marketing principles –– Consumer oriented marketing– Customer value marketing– Innovative marketing– Societal marketing [in the interest of the
society]
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Marketing Ethics• Honesty
• Responsibility
• Fairness
End