对外经济贸易大学：《营销学原理》精品课程教学资源（授课教案）Session 9 Marketing Plan Implementation and Control

Principles of Marketing 9-1 Session 9 Marketing Plan Implementation and Control Text:Chapter 2,Appendix 2 制卧经价蜀易大考 国际商学院市场营销学系

Principles of Marketing Marketing Plan Marketing Plan Implementation and Control Implementation and Control 9 － 1 9 － 1 Session 9 Text: Chapter 2，Appendix 2

9-2 Outline I.Managing Marketing Efforts II.Organizing the Marketing Department III.Four skills needed for effective implementation IV.Types of Control V.Marketing Control Process VI.Marketing Audits 制卧经价蜀易大考 国际商学院市场营销学系

Outline I. Managing Marketing Efforts I. Managing Marketing Efforts II. Organizing the Marketing II. Organizing the Marketing Department Department III. Four skills needed for III. Four skills needed for effective implementation effective implementation IV. Types of Control IV. Types of Control V. Marketing Control Process V. Marketing Control Process VI. Marketing Audits VI. Marketing Audits 9－2 9－2

I.Managing Marketing Efforts 9-3 Analysis Planning Implementation Control Measure Results Develop Carry Out Strategic Plans Plans Evaluate Results Develop Take Corrective Marketing Plans Action 国际商学院市场营销学系

Planning Develop Strategic Plans Develop Marketing Plans Planning Develop Strategic Plans Develop Marketing Plans Implementation Carry Out Plans Implementation Carry Out Plans Analysis Analysis Control Measure Results Evaluate Results Take Corrective Action 9－3 9－3 I. Managing Marketing Efforts

Marketing Implementation 9-4 Marketing Strategy Decision and Reward Human Structure_ Resources Action Climate and Programs Culture Implementation Marketing Performance 制卧经价蜀易大考 国际商学院市场营销学系

Marketing Strategy Marketing Strategy Marketing Performance Marketing Performance Implementation Climate and Culture Action Programs Decision and Structure Reward Human Resources 9－4 9－4 Marketing Implementation

Il.Organizing 9-5 the Marketing Department Four Typical Organizing Patterns Product Management Functional > Market Management Geographic 制计价蜀易大孝 国际商学院市场营销学系

9－5 9－5 II. Organizing the Marketing Department Four Typical Organizing Patterns ¾ Product Management ¾ Functional ¾ Market Management ¾ Geographic

lll.Four skills needed for 9-6 effective implementation Diagnostic skills Identification of company level Implementation skills > Evaluation skills 国际商学院市场营销学系

9 － 6 III. Four skills needed for 9 － 6 effective implementation ¾ Diagnostic skills ¾ Identification of company level ¾ Implementation skills ¾ Evaluation skills

IV.Types of Control 9-7 >Annual-Plan Control Profitability Control > Efficiency Control > Strategic Control 国际商学院市场营销学系

IV. Types of Control ¾ Annual-Plan Control ¾ Profitability Control ¾ Efficiency Control ¾ Strategic Control 9 － 7 9 － 7

IV-1.Annual-Plan Control 9-8 Sales Analysis Market Share Analysis Marketing Expense-To-Sales Analysis > Financial Analysis Market-based scorecard analysis 证尉纤矮价贸多大学 国际商学院市场营销学系

¾ Sales Analysis ¾ Market Share Analysis ¾ Marketing Expense-To-Sales Analysis ¾ Financial Analysis ¾ Market-based scorecard analysis IV-1. Annual-Plan Control 9－8 9－8

IV-2.Profitability Control 9-9 Marketing-Profitability Analysis (identifying the functional expenses, assigning the functional expenses to the marketing entities,and preparing a profit- and -loss statement for each marketing entity) >Determining the Best Corrective Action >Direct versus Full Costing (direct costs, traceable common costs, and nontraceable common costs) 制卧价蜀易大学 国际商学院市场营销学系

IV-2. Profitability Control 9 － 9 9 － 9 ¾ Marketing-Profitability Analysis (identifying the functional expenses, assigning the functional expenses to the marketing entities, and preparing a profit￾and -loss statement for each marketing entity) ¾ Determining the Best Corrective Action ¾ Direct versus Full Costing (direct costs, traceable common costs, and nontraceable common costs)

IV-3.Efficiency Control 9-10 >Sales Force Efficiency Advertising Efficiency >Sales-Promotion Efficiency > Distribution Efficiency 证尉纤价贸多大学 国际商学院市场营销学系

IV-3. Efficiency Control ¾ Sales Force Efficiency ¾ Advertising Efficiency ¾ Sales-Promotion Efficiency ¾ Distribution Efficiency 9 －10 9 －10