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Chapter 10 Marketing Strategy Reformulation: The Control Process

Chapter 10 Marketing Strategy Reformulation: The Control Process. Definitions. Strategic Control: Focus on Effectiveness assesses the direction of the organization by its goals, objectives, strategies, and capacity to perform in the context of changing environments and competitor actions.

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Chapter 10 Marketing Strategy Reformulation: The Control Process

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  1. Chapter 10Marketing Strategy Reformulation: The Control Process

  2. Definitions • Strategic Control: Focus on Effectiveness assesses the direction of the organization by its goals, objectives, strategies, and capacity to perform in the context of changing environments and competitor actions. • Operations Control: Focus on Efficiency assesses how well the organization performs marketing activities as it seeks to achieve planned outcomes.

  3. Strategic Change ...change in the environment that will affect the long-run well-being of the organization. Change can be a threat or opportunity Sources of Strategic Change: • market evolution • market redefinition • change in marketing channels

  4. Operations Control: Marketing-Cost Analysis Purpose is to assign costs to marketing activities or segments to accurately reflect their financial contribution to the organization • How should costs be allocated to marketing segments? • What costs should be allocated? • Should all costs be allocated to marketing segments?

  5. Operations Control: Product-Service Mix Control Involves two tasks: • assessment of the performance of offerings in the relevant markets - including assessing sales volume and market share • an appraisal of the financial worth of product-service offerings - using a contribution margin approach

  6. Operations Control: Sales Control Directs attention to the behavioral and cost aspects of sales activity • behavioral element consists of sales effort and allocation of selling time • cost aspect consists of expenses arising from the performance and administration of the sales function

  7. Operations Control: Marketing Channel Control Consists of two processes: • assessment of environmental and organizational factors that may affect marketing channels • evaluation of the profitability of marketing channels • order-getting costs • order-servicing expenditures

  8. Considerations in Marketing Control Managers must be aware of difference between: • Problems and Symptoms • Effectiveness and Efficiency • Data and Information

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