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(Kotler, Chap. 21-5) What Tools Are Available To Help Companies Monitor And Improve Their Marketing Activities?
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(Kotler, Chap. 21-5) What Tools Are Available To Help Companies Monitor And Improve Their Marketing Activities?

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(Kotler, Chap. 21-5) What Tools Are Available To Help Companies Monitor And Improve Their Marketing Activities?

(Kotler, Chap. 21-5) What Tools Are Available To Help Companies Monitor And Improve Their Marketing Activities?

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(Kotler, Chap. 21-5) What Tools Are Available To Help Companies Monitor And Improve Their Marketing Activities? (Kotler, Chap. 21-5) What Tools Are Available To Help Companies Monitor And Improve Their Marketing Activities? Presentation Transcript

  • Prof. Sameer Mathur, Ph.D. Prof. Prem P. Dewani, Ph.D. What Tools Are Available To Help Companies Monitor And Improve Their Marketing Activities? Kotler, Chapter 21
  • Sameer Mathur BuddingMarkets.com Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 IIM, Lucknow, Marketing Professor 2013 – 2 IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013 Prem Prakash Dewani BTech, Indian Institute of Technology, Roorkee 1995 – 1999
  • 3 Contents Marketing Control Annual Plan Control Profitability Control Efficiency Control Strategic Control Summary Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 4 Marketing Control The process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments. Marketing Management | Kotler and Keller
  • Marketing Control 5 There are 4 types of needed marketing control: 1. Annual-Plan Control 2. Profitability Control 3. Efficiency Control 4. Strategic Control Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Annual-Plan Control 6 Ensures the company achieves the sales, profits, and other goals established in it’s annual plan Marketing Management | Kotler and Keller
  • Annual-Plan Control 7 This control model applies to all levels of organization. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Profitability Control 8 Companies should measure the profitability of their products, territories, customer groups, segments and trade channels to help determine whether to expand, reduce or eliminate any products. Marketing Management | Kotler and Keller
  • Efficiency Control 9 Some companies have established a marketing controller position to work out of the controller’s office but specialize in improving marketing efficiency. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Strategic Control 10 Each Company should periodically reassess it’s strategic approach to the marketplace with a good marketing audit. Some also perform marketing excellence and social responsibility reviews. Marketing Management | Kotler and Keller
  • Summary 11 Marketing Control can be considered as a necessity for a company. It is a kind of assessment and evaluation that promotes essential modifications to the strategic plans of the company. It helps in re-structuring and fresh starts are made at times. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Image Credits 12 • http://www.classiczcars.com/forums/content/attachments/64682-improvement.jpg.html?cid=18 • http://www.portent.com/img/marketing-101-from-the-beginni/portent-lander-chart.gif • http://m.c.lnkd.licdn.com/mpr/mpr/p/5/005/056/1c0/0dccbb4.jpg • http://www.toprankblog.com/wp-content/uploads/2010/04/strategy1.jpg • http://www.fasttrakauto.com/blog/wp-content/uploads/2012/05/Efficiency.jpg • http://quantumretail.com/wp-content/uploads/2010/07/profit_from_returns.jpg • http://www.ostglobalsolutions.com/images/articles/2012/pipeline_planning.png?msguid=5888&partbody=3&partprop=3&fname=Pipeline%20planning .png&folder=Inbox • http://zugzwang.in/img/program.jpg
  • Sameer Mathur BuddingMarkets.com Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 IIM, Lucknow, Marketing Professor 2013 – 13 IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013 Prem Prakash Dewani BTech, Indian Institute of Technology, Roorkee 1995 – 1999