This document discusses how companies can improve their marketing skills through effective strategic planning and implementation, as well as marketing controls. It outlines four types of marketing controls: 1) Annual Plan Control to ensure goals are achieved, 2) Profitability Control to measure product performance, 3) Efficiency Control to optimize operations, and 4) Strategic Control which involves marketing audits and reviews to reassess the company's marketplace approach. Strategic planning addresses objectives and reasons for marketing activities, while implementation focuses on execution.

1. Managing a
Holistic
Marketing
Organization for
the Long Run
Part 4

2. How can a company improve
its marketing skills?

3. A marketing initiative must have a
brilliant strategic plan
and
effective implementation.

4. Strategy addresses the what and why of marketing
activities.
Implementation addresses Who, where, when and
how.

5. Marketing control is the process by which firms assess the
effects of their marketing activities and programs and
make necessary changes and adjustments.

6. 4 types of marketing control

7. Annual Plan Control
Ensures the company achieves the sales,
profits and other goals established in its
annual plan

8. Profitability Control
Measure the profitability of their
products, territories, customer groups,
segments, trade channels and order sizes
to determine whether to expand , reduce
or eliminate any products or marketing
activities.

9. Efficiency control
Looks at more efficient ways to
manage sales force, advertising, sales
promotion and distribution based on
profitability analysis and annual sales
analysis.

10. Strategic Control
This enables reassessing and
enhancing the firm’s strategic
approach to marketplace.
This is done using a
1) Marketing audit: which
examines each unit’s activities to
determine problematic areas.
Audits must be comprehensive,
systematic, independent and
periodic.
2) Performing marketing
excellence reviews and Social
responsibility reviews.

11. Recap
Marketing strategy versus Marketing Implementation
4 marketing Controls
1) Annual Plan Control
2) Profitability Control
3) Efficiency Control
4) Strategic Control

12. Thank you!