15-5 Process Market Metrics Leading Indicators of end-result performance Examples of Process Metrics –Customer Awareness –Customer Interest –Product Trial –Customer Satisfaction/Dissatisfaction –Relative Quality and Value
15-9 Three Major Forces of Successful Strategy Implementation Owning the Marketing Plan Supporting the Marketing Plan Adapting the Marketing Plan 1.Detailed Action Plans 2. Champion and Ownership Team 3. Compensation 4. Management Involvement 1.Continuous Improvement 2.Feedback Measures 3.Persistence 4.Adaptive Rollout 1.Time to Succeed 2.Resource Allocation 3.Communication 4.Required Skills
15-11 Variance Analysis Why is Variance Analysis employed to measure performance? –Compares actual with expected performance –Isolates components of Marketing Performance What components of marketing performance can Variance Analysis evaluate? –Volume –Marketing Expense –Margin –Demand –Share –Price –Cost
15-12 Takeaways / Review Importance of Strategy Implementation in Achieving Desired Performance Process and End-Result Metrics Performance Variance Analysis Successful Strategy Implementation
Your consent to our cookies if you continue to use this website.