MARKETING PLANNING, IMPLEMENTATION, & CONTROL

1. MARKETING PLANNING, IMPLEMENTATION, & CONTROL CHAPTER 17 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 1

2. Basic Strategic Decisions • Which market should the firm be in? • What strengths and weaknesses is the firm bringing to the marketplace? • How can the firm’s networks help it achieve its goals? • Where does the firm intend to go in 5 to 30 years’ time? • What will the firm’s competitors do in response to the market and to the firm’s activities? • Does the firm have sufficient resources to achieve the objectives decided upon? Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 2

3. Marketing Planning Process Fig. 17.1 Marketing planning process Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 3

4. The Marketing Audit • The macro environment audit. • The task environment audit. • The marketing strategy audit. • The marketing organization audit. • The marketing systems audit. • The marketing productivity audit. • The marketing function audit. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 4

5. Critique of the Audit • Any policy-making situation comprises many problems and issues. • These problems and issues tend to be highly interrelated. • Few if any problems can be isolated effectively for separate treatment. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 5

6. Properties of Wicked Problems Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 6

7. Tactical Possibilities • Try to do something the competition has not thought of yet. • Always consult everybody who is involved in the application of the plans. • Do not expect instant results. • Ensure message consistency. • Prepare for competitors to respond. • Communication tools can only achieve communications objectives. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 7

8. Converting Strategy to Tactics • A specific action. • An accountability. • A deadline. • A budget. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 8

9. Elements of Competence Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 9

10. Elements in the Resource Audit Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 10

11. 4 Resources for Creating a Process • Basic assets. • Explicit knowledge. • Tacit knowledge. • Procedure. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 11

12. Resources  Processes & Capabilities Fig. 17.2 Developing resources into processes and capabilities Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 12

13. Methods of Sales Analysis Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 13

14. Balanced Scorecard • Financial measures. • Customers. • Internal processes. • Growth and improvement. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 14

15. Positive & Negative Feedback Fig. 17.3 Positive and negative feedback Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 15

16. Assumptions Underlying Control Systems Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 16

17. Types of Control Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 17

18. Summary • The marketing audit is a snapshot, and is out of date as soon as it is completed. • Wicked problems are common and may not have a single, final solution. • For a firm to be successful it requires the right knowledge, capability, and attitude. • Combining resources creates competitive advantage. • New ways to measure marketing performance: MPM and the marketing dashboard. • Controls: administrative, social, self-control. • Activities are divided into systematized and unstructured processes. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 18