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GLOBAL MARKETING. Strategy Implementation and Control. Shaping the Success of Strategy Implementation. Three Forces. Ownership of marketing plan. Supporting the marketing plan. Adaptive market planning. Ownership. Detailed action plans Champion/ownership team Compensation

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GLOBAL MARKETING

Strategy Implementation and Control


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Shaping the Success of Strategy Implementation

  • Three Forces

Ownership of marketing plan

Supporting the marketing plan

Adaptive market planning


Ownership l.jpg
Ownership

  • Detailed action plans

  • Champion/ownership team

  • Compensation

  • Management involvement


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Marketing Tactic: To create adequate end user product availability,

80 manufacturer’s reps and 5 missionary salespeople will be used

to sell and distribute our product to 5,000 industrial supply houses.

* From time of implementation


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Support availability,

  • Time

  • Resources

  • Communication

  • Skills


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Adaptation availability,

  • Continuous improvement

  • Feedback measurements

  • Persistence


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Overall Performance Measures availability,

  • Unit sales

  • Dollar sales

  • Sales in specific segments

  • Marketing costs

  • Production costs

  • Market share

  • Customer ratings of product quality

  • Customer ratings of service


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Program Performance Measures availability,

  • New Product Programs

    • Rate of trial

    • Repurchase rate

    • Cannibalized sales

    • Number of customer returns


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Program measures, continued availability,

  • Pricing Programs

    • Actual price charged

    • Price relative to industry average


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Program Measures, continued availability,

  • Advertising Programs

    • Awareness levels

    • Attribute ratings

    • Actual expenditures

    • Consumer response index


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Program Measures, continued availability,

  • Sales promotion programs

    • Redemption rates

    • Displacement rates

    • Stock-up rates


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Program Measures, continued availability,

  • Distribution Programs

    • Direct response rates

    • # of sales calls

    • # of new accounts

    • # of lost accounts

    • # of distributors carrying product

    • # of customer complaints

    • Travel costs


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Other Control Actions availability,

  • Contribution Analysis

    • Determine the amount of revenue expected from a given set of costs

Required sales = Total FC ($) + desired gross margin ($)

volume in units Gross margin contributed per unit


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Response Analysis availability,

  • Predicting how large a % change in sales will occur when a variable in the marketing mix is altered.

    • Price changes

    • Advertising expenditures

    • Promotion expenditures


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Marketing Productivity availability,

  • What is the return on marketing expenditures? How effective are the marketing expenditures in producing sales?

Market = Net marketing contribution

Productivity Marketing budget

Market Efficiency = Net income

Index Marketing expenditures


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