chap19 Implementing and Controlling Marketing Plans：Evolution and Revolu.ppt

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chap19 Implementing and Controlling Marketing Plans：Evolution and Revolu.ppt

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chap19 Implementing and Controlling Marketing Plans：Evolution and Revolu

At the end of this presentation, you should be able to: At the end of this presentation, you should be able to: Speed Up Information For Better Implementation and Control Dealing with Customer Complaints Dealing with Customer Complaints Sales Analysis Shows What’s Happening Performance Analysis Looks for Differences(Exhibit 19-3) What About Costs? (Exhibit 19-4) Performance Indexes Simplify Human Analysis (Exhibit 19-5) Interactive Exercise: Sales and Performance Analysis Marketing Cost Analysis – Controlling Costs Too A Full-Cost Example (Exhibit 19-10) A Full-Cost Example (Exhibit 19-11) A Contribution-Margin Example (Exhibit 19-12) Planning and Control Combined (Exhibit 19-13) The Marketing Audit You should now be able to: You should now be able to: Key Terms This ad from the National Association of Realtors stresses the importance of utilizing available technologies, including the Internet, to improve service quality. Video Operation: Use the onscreen player controls to operate the video. To view the video at Full Screen, right-click the video and choose Full Screen. To go back to your presentation you can either hit the Escape key, right-click on the video and uncheck Full Screen, or type Alt+Enter. You can do this at anytime during the video playback. Under certain circumstances, the video may not fill the video player window. To restore, right click the video player object and select Zoom 200%. The videos will only play in Slide Show View. Macros must be enabled in order to play the videos from within PowerPoint. Courtesy of National Association of Realtors A marketing cost analysis conducted by Rosa Ruiz, marketing manager at Ruiz Windows, shows Watson Construction to be an unprofitable customer. Ruiz Windows should: change the delivery terms of Watson’s orders. raise prices on all items sold to Watson. assign a new salesperson to Watson. try to find out why Watson is unprofitable. refuse to sell to Watson Construction. Checking Your Knowledge Evalu