Matakuliah : J0504 - Strategi Pemasaran
Tahun
: 2009
Marketing Strategy Implementation
And Control
Pertemuan 26
Buku 1 Hal: 473-499
Learning Objective
•
•
•
•
•
The strategic marketing planning process
Implementing the strategic marketing plan
Strategic marketing evaluation and control
Marketing performance measurement
Global issues for planning, implementation and
control
Bina Nusantara
Internal Marketing
Strategy
Plan
Internal
Marketing
Program
Internal Marketing
Program:
Targeted at key
groups in the
company, alliance
partner companies,
and other influencers
External
Marketing
Program
External Marketing
Program
Targeted at key
customers, segments
and niches, and other
external influencers
Strategic marketing evaluation and
control (1)
• Customer relationship management
• Overview of control and evaluation activities
– Find new opportunities/avoid threats
– Keep performance in line with expectations
– Solve specific problems
Evaluation Activities
Find New
Opportunities
or Avoid
Threats
Solve
Specific
Problems
Keep
Performance
on Target
Evaluation
and control
Conduct strategic
Marketing audit
Select performance criteria
and choose relevant
marketing metrics
Obtain and analyze
information
Assess performance and
take necessary action
Strategic marketing evaluation and
control (2)
• The strategic marketing audit
– Results provide basis for selecting performance criteria to
assess actual performance against lans
Strategic Marketing Audit
Corporate Mission and Objectives
Business Composition and Strategies
Marketing Strategy (for each planning
unit)
Marketing Program Activities
Implementation and Management
Marketing performance assessment (1)
•
•
•
•
•
The importance of marketing metrics
The use of marketing metrics
Types of marketing metrics
Selecting relevant metrics
Designing a management dashboard
Marketing metrics (A)
• Marketing metrics focusing on operations
– Competitive and customer metrics
– Profitability metrics
– Product and portfolio metrics
– Customer profitability metrics
– Sales and channel metrics
– Pricing metrics
– Promotion metrics
– Advertising, media and web metrics
– Financial metrics
Marketing metrics (B)
• Brand equity metrics
– Familiarity
– Penetration
– What they think about the brand
– What they feel
– Loyalty
– Availability
• Innovation metrics
– Strategy
– Culture
– Outcomes
Marketing metrics (C)
• Internal market metrics
– Awareness of corporate goals
– Perceived caliber of employer
– Relative employee satisfaction
– Commitment to corporate goals
– Employee retention
– Perceived resource adequacy
– Appetite for learning
– Freedom to fail
– Customer-brand empathy
• Internal process metrics
– E.g., internal communications
Marketing performance assessment (2)
• Interpreting performance measurement results
– Opportunities and performance gaps
• Problem/opportunity definition
• Interpreting information
– Determining normal and abnormal variability
– Deciding what actions to take
Global issues for planning, implementation and
control
• Global marketing planning
– Additional complexity
– Simplifying assumptions
– Limited information availability
– Accommodate international strategy variability
• Implementation globally
– Importance of relationships between domestic and
international executives
• Performance measurement and control globally
– International markets may require different
metrics