Expert Class 9 dec 08 Presentatie Alex Klein

NIMA Expert Class Interface between marketing and finance ; a conceptual model

Wie is Alex Klein? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MarFin? ,[object Object],[object Object],[object Object],[object Object]

More MarFin? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Laatste keer dan: MarFin ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],T 0 T -n T 1 T n

Nadenkmodel accountability ,[object Object],[object Object],[object Object],[object Object],[object Object],US Association of National Advertisers: 51% of all marketers have no written ROI goals! (July 2007)

Geen model zonder feedback ,[object Object],[object Object],aankoop winst ‘ goed gedaan, jochie!’ verkoop Only 7% of US financial executives is satisfied with their companies ability to measure marketing ROI!

Reclame en klantperceptie ,[object Object],[object Object],opwekken interesse positieve perceptie Branding, ultimately, lies in the mind of the consumer.

Reclamebericht wel aangekomen? ,[object Object],[object Object],info ontvangen? info begrepen? Marketing success is a fraud in the sense that marketing is not demonstrated to be the driver of business success in many cases.

Klant is Koning… mét keuzes ,[object Object],[object Object],[object Object],[object Object],[object Object],aankoop aankoop concurrent Marketing’s actions have to be justified in terms of their ability to increase the financial value of the business. Finance and profits are the preferred language of the modern executive suite.

Had kunnen hebben… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],waarde naar concurrent Geen omzet geboekt … When exposed to a brand of which they are aware and to which they are disposed positively, customers are more likely to try the brand, adopt the brand and begin to refer the brand to others sooner than otherwise

Niet nu, maar later ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The primary challenge is to direct resources toward the right customer, with the right offer, at the right time.

Toekomstige inkomsten ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],waardetoename waarde naar concurrent

Nadenkmodel Mar-Fin ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Financial metrics tell a different story than the non-financial ones.

Vervelende concurrentie… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Introductie nieuw product verandering houding koopt bij concurrent

… zorgt voor waardevermindering ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],omzet- & winstdaling dalende beurskoers

Last van de kredietcrisis… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],‘ effe geen cent te makken’ hele branche slecht of… … koopt bij concurrent

… zorgt ook voor waardedaling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],minder omzet, minder winst, lagere beurskoers…

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],probeeraankoop loyale klant

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],omzet en winst nu… of omzet en winst in de toekomst

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],T 0 T 1 T n een actie dit jaar… … leid tot omzet dit jaar … of volgend jaar… … of nog later…

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],T 0 T -n T 1 T n … en wat te denken van vroegere marketingacties?

Assessing marketing performance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Assessing marketing performance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],T 0 T -n T 1 T n profit / profitablility sales gross margins awareness market share number of new products relative price consumer complaints satisfaction availability zie ook overzicht table 10, page 491

MarFin enquête 2007 (N= 170) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MarFin enquête 2007 (N= 170) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MarFin enquête 2007 (N= 170) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],T 0 T -n T 1 T n tweederde heeft meer dan 100 man in dienst. helft: arbeidsmarkt tweederde: intern driekwart: klantgericht ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],tweederde budget > 100.000 euro meer dan helft budget > 250.000 euro

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],T 0 T -n T 1 T n meer dan helft meet afdelingsresultaten niet of nauwelijks; slechts 10% doet dit veelvuldig meer dan helft meet medewerkersresultaten niet of nauwelijks; minder dan 10% doet dit veelvuldig eenderde meet marketingactiviteiten niet of nauwelijks; slechts eenvijfde doet dit veelvuldig

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],T 0 T -n T 1 T n omzet klanttevredenheid omzetontwikkeling marktaandeel naamsbekendheid imago klantloyaliteit concurrentiepositie marktontwikkeling kwaliteitsperceptie

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],T 0 T -n T 1 T n Total Shareholders Return Market-to-book ratio Net Present Value Weighted Average Cost of Capital

Total Shareholders Return ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Future earnings ,[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],T 0 T -n T 1 T n Economic Profit Economic Value Added NOP(L)AT Operating Profit EBIT(DA)

Economic Profit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Stern-Steward’s EVA ,[object Object],[object Object],[object Object],[object Object],[object Object]

NOP(L)AT ,[object Object],[object Object],[object Object],[object Object],[object Object]

Statement of Income ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],T 0 T -n T 1 T n RONA Market Value Added NET return on investment Economic Rents

Niet gewoon ‘returns’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Resultaten enquêtes (N= 170) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Resultaten enquêtes (N= 207) ,[object Object],[object Object],[object Object],[object Object],[object Object],32,3% 38,8% 10,2% 4,4%

Merkwaarde & koppeling marketing ,[object Object],[object Object],21,1% (n= 208) 6,4% (N= 202)

Nieuwe insteek: ENROMA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],T 0 T -n T 1 T n Δ ontvangst ? Δ perceptie ? Δ klantacties ? Δ toekomstige klanten ? Δ eenmalig ? Δ loyaliteit ? Δ sales ? Δ COGS ? Costs of Marketing Activities ? WACC ? Deming’s Quality Cycle : Plan : plan maken Do : doen / uitvoeren Check : controleren Act : aanpassen

Maar daarna: correctie voor WACC ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Expert Class 9 dec 08 Presentatie Alex Klein

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