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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

GLOBAL MARKETING

Strategy Implementation and Control

shaping the success of strategy implementation
Shaping the Success of Strategy Implementation
  • Three Forces

Ownership of marketing plan

Supporting the marketing plan

Adaptive market planning

ownership
Ownership
  • Detailed action plans
  • Champion/ownership team
  • Compensation
  • Management involvement
slide4

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

support
Support
  • Time
  • Resources
  • Communication
  • Skills
adaptation
Adaptation
  • Continuous improvement
  • Feedback measurements
  • Persistence
overall performance measures
Overall Performance Measures
  • Unit sales
  • Dollar sales
  • Sales in specific segments
  • Marketing costs
  • Production costs
  • Market share
  • Customer ratings of product quality
  • Customer ratings of service
program performance measures
Program Performance Measures
  • New Product Programs
    • Rate of trial
    • Repurchase rate
    • Cannibalized sales
    • Number of customer returns
program measures continued
Program measures, continued
  • Pricing Programs
    • Actual price charged
    • Price relative to industry average
program measures continued10
Program Measures, continued
  • Advertising Programs
    • Awareness levels
    • Attribute ratings
    • Actual expenditures
    • Consumer response index
program measures continued11
Program Measures, continued
  • Sales promotion programs
    • Redemption rates
    • Displacement rates
    • Stock-up rates
program measures continued12
Program Measures, continued
  • Distribution Programs
    • Direct response rates
    • # of sales calls
    • # of new accounts
    • # of lost accounts
    • # of distributors carrying product
    • # of customer complaints
    • Travel costs
other control actions
Other Control Actions
  • 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

response analysis
Response Analysis
  • Predicting how large a % change in sales will occur when a variable in the marketing mix is altered.
    • Price changes
    • Advertising expenditures
    • Promotion expenditures
marketing productivity
Marketing Productivity
  • 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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