1. Chapter 10 Marketing Strategy Reformulation: The Control Process

2. Definitions Strategic Control: Focus on Effectiveness
assesses the direction of the organization by its goals, objectives, strategies, and capacity to perform in the context of changing environments and competitor actions.
Operations Control: Focus on Efficiency
assesses how well the organization performs marketing activities as it seeks to achieve planned outcomes.

3. Strategic Change Sources of Strategic Change:
...change in the environment that will affect the long-run well-being of the organization. Change can be a threat or opportunity
Sources of Strategic Change:
market evolution
market redefinition
change in marketing channels

4. Operations Control: Marketing-Cost Analysis
Purpose is to assign costs to marketing activities or segments to accurately reflect their financial contribution to the organization
How should costs be allocated to marketing segments?
What costs should be allocated?
Should all costs be allocated to marketing segments?

5. Operations Control: Product-Service Mix Control
Involves two tasks:
assessment of the performance of offerings in the relevant markets - including assessing sales volume and market share
an appraisal of the financial worth of product-service offerings - using a contribution margin approach

6. Operations Control: Sales Control
Directs attention to the behavioral and cost aspects of sales activity
behavioral element consists of sales effort and allocation of selling time
cost aspect consists of expenses arising from the performance and administration of the sales function

7. Operations Control: Marketing Channel Control
Consists of two processes:
assessment of environmental and organizational factors that may affect marketing channels
evaluation of the profitability of marketing channels
order-getting costs
order-servicing expenditures

8. Considerations in Marketing Control
Managers must be aware of difference between:
Problems and Symptoms
Effectiveness and Efficiency
Data and Information