1. Understand how information technology is speeding up feedback for better implementation and control.
2. Know why effective implementation is critical to customer satisfaction and profits.
3. Know how total quality management can improve implementation— including implementation of service quality.
4. Understand how sales analysis can aid marketing strategy planning.
Understand the differences in sales analysis, performance analysis, and performance analysis using performance indexes.
6. Understand the difference between the full-cost approach and the contribution-margin approach.
7. Understand how planning and control can be combined to improve the marketing management process.
8. Understand what a marketing audit is—and when and where it should be used.
9. Understand important new terms.
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Chapter 19: Implementing and Controlling Marketing Plans: Evolution and RevolutionWhen you finish this chapter, you should19-2Chapter 19 Objectives 1. Understand how information technology is speeding up feedback for better implementation and control.2. Know why effective implementation is critical to customer satisfaction and profits.3. Know how total quality management can improve implementation— including implementation of service quality.4. Understand how sales analysis can aid marketing strategy planning. 5. Understand the differences in sales analysis, performance analysis, and performance analysis using performance indexes. 6. Understand the difference between the full-cost approach and the contribution-margin approach. 7. Understand how planning and control can be combined to improve the marketing management process. 8. Understand what a marketing audit is—and when and where it should be used. 9. Understand important new terms.Information TechnologyFasterFeedbackReal TimeData DetailsEfficientandEffectiveRelationshipBuilding19-3Exhibit 19-1 Product Rapid product design Use 3-D CAD software Pretest different versions PC graphics samplesPlace Inventory coordination Bar code, EDI Get input and cooperation TV conferencePromotion Quick TV ad distribution Satellite distribution Answer questions Toll-free numberPrice Identify frequent users Create “favorite” club Determine impact of price Show unit price, vary by sensitivity market and competitionOperational ProblemImplementation ApproachMarketing MixDecision Area19-4Specific Implementation ProblemsTotal Quality ManagementCost of DefectsEmpowermentContinuousImprovementCustomerFocusManagementLeadership andreturn on qualityQuality tools,benchmarking,and the likeTQM19-5Performance IndexPerformance AnalysisSales AnalysisTools forControl19-6Sales and Performance AnalysesMarketing Cost Analysis19-7AllocationFull-CostApproachContribution-Margin ApproachTotal Quality Management (TQM)Continuous ImprovementPareto ChartFishbone DiagramEmpowermentBenchmarkingSales AnalysisPerformance AnalysisPerformance IndexIceberg PrincipleMarketing Cost Analysis Full-Cost Approach Contribution-Margin ApproachMarketing Audit19-7Key Terms
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