1

Organizing, Implementing, Evaluating, and Controlling

Marketing Activities

Chapter 12

2

Marketing Implementation is the process that turns

marketing plans into action assignments and ensures that such

assignments are executed in manner that accomplishes the plan’s

stated objectives..

3

Controlling Marketing Activities

– Annual plan control

– Profitability control

– Efficiency control

– Strategic control

4

• Annual Plan Control– Sales analysis

– Market share analysis

– Marketing expense to sales analysis

– Financial analysis

– Market based scorecard analysis

• Profitability Control– Methodology of marketing profitability analysis

– Determining the best corrective action

– Direct versus full costing

5

Efficiency control– Sales force efficiency

– Advertising efficiency

– Sales promotion efficiency

– Distribution efficiency

Strategic control– Marketing effectiveness rating review

– Marketing audit

– Marketing excellence review

– Company ethical and social responsibility review

6

• Direct & Online marketing

• Global marketing

7

• Sustainable marketing[Social responsibility & ethics]

meeting the present needs of the consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

8

• Consumerism

• Environmentalism

9

• Sustainable marketing principles –– Consumer oriented marketing– Customer value marketing– Innovative marketing– Societal marketing [in the interest of the

society]

10

Marketing Ethics• Honesty

• Responsibility

• Fairness

End