Gilbert A. Churchill, Jr. J. Paul Peter

1. Marketing Chapter 20 Implementing and Controlling Marketing Activities Gilbert A. Churchill, Jr. J. Paul Peter

2. Organizing Marketing Within a Company Slide 20-1a Geographic-BasedOrganization Function-BasedOrganization Marketing Research Sales Product Planning Territory Region Country

3. Organizing Marketing Within a Company Slide 20-1b Customer-BasedOrganization Product-BasedOrganization Government Customers Industrial Customers Large Corporate Customers Product Categories Brands Products

4. A Network Organization Slide 20-2 Figure 20.1 Strategic Alliances Divisions R & D Finance Management Joint Ventures CoreFirm Marketing Global Strategy Resellers Information Vendor Partnering Manufacturing Customer Partnering An organization of independent business units interacting with one another

5. Implementing Marketing Plans and Strategies Slide 20-3 StaffMarketingPositions CoordinatingMarketingActivities Communicating Ideas and Information MotivatingEmployees

6. The Control Process Slide 20-4a Figure 20.3 Measure Realized Results Compare Realized Results with Objectives Objectives Not Met Objectives Met or Exceeded Find Reasons Find Problems Objectives Set Too Low? Excellent ObjectivesPlan and Implementation Raise Objectives Evaluate for Performance Improvement The process evaluating performance against of objectives, plans, and strategies and making changes when and where needed.

7. The Control Process Slide 20-4b Figure 20.3 Measure Realized Results Compare Realized Results with Objectives Objectives Not Met Find Problems Objective Set Too High? FaultyPlan? FaultyImplementation? Combinationof Problems? LowerObjectives Change PlanandReimplement ChangeImplementation StartOver

8. Sales Analysis Slide 20-5 Sales analysis can be broken down: • by product type • by customer type • by geographic region • by price or discount • by sales method • by payment method • by order size • by salespeople • by reason for purchase Gathering, classifying, comparing, and studying company sales data

9. Profitability Analysis Slide 20-6 Revenue - Expenses Profit Margin = Revenues 1996 1997 1998 Revenues 100,000 102,000 100,000 Expenses 95,000 95,000 93,000 Profit 5,000 7,000 7,000 Profit Margin 5.0 % 6.9 % 7.0 % • The difference between sales revenues and costs to produce them

10. Customer Satisfaction Analysis Slide 20-7 Customer Satisfaction analysis may include: • employee training • toll-free customer hotlines • e-mail • comment cards • internal survey research • external independent survey • Customer Satisfaction is the feeling that a product (i.e., perceived performance) has met or exceeded the customer’s expectations.

11. The Marketing Audit Slide 20-8 Areas to be audited include: • Products - the reason for existence • Markets - where products are sold • Customers - user profiles • Competitors - their influence • Distribution channels - selling paths • Sales administration - selling efficiency • Pricing - profitability planning • Advertising - overall program • Sales promotion - sales inducement In-depth, systematic reviews of an organization’s SBU’s environment, objectives, plans, strategies, activities, and personnel of concern to marketing.