1. Performance Metrics and Strategy Implementation Chapter Fifteen M arket-Based Management, 4 th edition

2. 15-2 Performance Metrics and Strategy Implementation Chapter Fifteen –Marketing Performance Metrics –Successful Implementation of a Marketing Plan (Evaluation) –Performance Variance Analysis

3. 15-3 Stockholder Value and Market-Based Management

4. 15-4 The Importance of Market Metrics

5. 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

6. 15-6 Process Market Metrics

7. 15-7 End-Result Market Metrics Occur Simultaneously with Financial Performance Metrics Provide External Measures of Performance Examples of End-Result Market Metrics –Market Share –Customer Retention –Revenue per Customer

8. 15-8 End-Result Market Metrics

9. 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

10. 15-10 Assessing Marketing Plan Implementation

11. 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

12. 15-12 Takeaways / Review Importance of Strategy Implementation in Achieving Desired Performance Process and End-Result Metrics Performance Variance Analysis Successful Strategy Implementation

13. 15-13 Marketing Performance Tools Variance Analysis

14. 15-14 Marketing Performance Tools Variance Analysis