MARKETING STRATEGY Directory Viewer营销的策略目录查看器.pptVIP

Market-Based Management Chapters 14, 15, 16 Marketing Plans and Performance Marketing Planning Process Successful Plan Implementation Marketing Performance is the End Product of Marketing Plans and Marketing Actions This is Further Complicated by Difficulties in Problem Diagnosis As with Corporate or Business Unit Performance, Marketing Performance Has Multiple Dimensions Defining Marketing Effectiveness The Achievement of Marketing Program Goals Sales growth/share growth Retention Profitability Awareness Positioning Cost reduction Sub-dimensions of Performance Performance Dimensions - Growth Sales growth Share growth Increased sales to existing customers Sales to new customers Opening new markets Performance Dimensions - Efficiency Achieving goals with minimum resource invested. Productivity Outputs/InputsEfficiency = Sales .  Mktg Exp. Performance Dimensions - New Products Development Trial rate Retention rate Time to market Revenue from new services Performance Dimensions - Customer Satisfaction Satisfaction Retention/Loyalty Perceived value received Performance Dimensions - Profitability ROA = Profits/Assets Cash Flow/Assets = CFROA Return on Sales (ROS) = Profits/Sales Meeting Margin or Contribution Goals Conclusions: Evaluation of program effectiveness depends on the objectives set for the program. While profitability is one dimension, success will be determined by those variables which drive profitability. Many of these variables are marketing performance indicators. Common Firm Goal Attainment Metrics Awareness rates. Satisfaction and Loyalty Ratings Growth and Share targets. Hurdle rates for Project ROI NPV hurdles. * * Step 1: Situation Analysis Step 2: SWOT Analysis Step 3: Strategic Market Plan Step 4: Marketing Mix Strategy Step 5: Marketing Budget Step 6: Profit Plan Step 7: Perform Review Adjust Marketing Plan as Necessary Figure 14-9 Components of a Market Strategy Review Handout Owning the Marketing Plan Supporting the Mark