Marketing Controlling PPT Slide Template
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Marketing controlling works to ensure the effectiveness and efficiency of market-based business management. It has several functions, including planning, information, management coordination, and control. Marketing controlling uses various tools at both the strategic and operational levels, such as balanced scorecards, portfolios, and ABC analysis, to monitor marketing activities, develop action options, and analyze variances from plans. It aims to support both strategic marketing planning and the operational implementation and control of marketing goals.
Marketing Controlling PPT Slide Template
- 1. PREMIUM POWERPOINT SLIDES Marketing controlling
- 3. 1. QUOTE & DEFINITION 2. basics 3. functions 4. FORMS 5. TOOLS 6. CHECKLISTS AGENDA
- 4. A MAN WHO STOPS ADVERTISING TO SAVE MONEY IS LIKE A MAN WHO STOPS A CLOCK TO SAVE TIME. Henry Ford (Founder of Ford Motor Company)
- 5. BASICS Key Distinctions MARKETING Marketing includes all actions used to market a product. The task is to identify and fulfill the requirements of customers and other stakeholders CONTROLLING Controlling is a part of the business management system. Its main task is to plan, manage and control all business sectors. Marketing controlling Marketing controlling works to ensure the effectiveness and efficiency of market- based business management.
- 6. BASICS Effectiveness and Efficiency EFFICIENCY Efficiency is related to completeness and accuracy and is achieved with a specific goal. This also corresponds to economic efficiency in many cases. „Doing things right“ Economic efficiency EFFECTIVENESS Effectiveness is defined as the degree of achieving goals, meaning the ratio of the target that is achieved. The underlying expense is irrelevant. „Doing the right things“ Degreeof effect
- 7. BASICS Arrangement of Marketing Controlling 1. VARIANT: Functional and disciplinary assignment to the central controlling 2. VARIANT: Functional and disciplinary allocation for marketing and sales Management Marketing/ Sales Controlling Controlling PurchasingMarketing/ Sales Finance HR 3. VARIANT: Functional and disciplinary classification of central controlling and marketing and sales Production Marketing/ Sales Controlling
- 8. Situation analysIS GOAL DEFINITION StrategY CONCEPT PLANNINGIMPLEMENTATION DISTRIBUTION EVALUATION GOAL ACHIEVEMENT BASICS Closed Loop in the Marketing Process
- 9. FUNCTIONS Overview Planningfunction: supports strategic and operational marketing planning regarding decision-making and implementation Informationfunction: problem-related information (specifically market research and marketing accounting) Management coordination function: tasks apart from the routine of marketing, coaching & consulting, project and cooperation controlling Controlfunction: marketing supervision Marketing controlling controllingensures the effectiveness and efficiency of market-based business management
- 10. FUNCTIONS Activities of Marketing Controlling determines data associated with marketing defines requirements and structures information supply defines reference objects (e.g. products, orders, customers, etc.) sets the date and time of providing information tests the profitability of long-term investment decisions in marketing (e.g. programs for marketing closing)
- 11. FUNCTIONS Marketing Controlling in Marketing Process Corporate goals PLAN ACTION PERFORM ACTION EVALUATE ACTION ACTION GOALS FIGURES MEASURED SUCCESS PLANNED/ ACTUAL DATA REPORTING MEASURES FOR IMPROVEMENT Marketing plan and marketing goals Marketing process Marketing controlling
- 12. FUNCTIONS Marketing Controlling in Marketing Process MARKETING GOALS CONTROL AND COORDINATION FUNCTION Information system Planningsystem Control system Market research Cost accounting Environmental information Business information Strategic planning Business Business field Marketing mix Operational Planning Ensuring the achievement of: Actions Organizational units Product-market relationships
- 13. FORMS OF MARKETING CONTROLLING Introduction The Marketing Controlling division is divided into two large subsections: In large companies, these two subsections are often carried out in two separate and independent subdivisions. Strategic Marketing Operational Marketing
- 14. tomonitor marketing activities todevelop appropriate options for action to conduct a root cause analysis toanalyze reason for variance FORMS OF MARKETING CONTROLLING Operational Marketing Controlling Objective: to commission, implement and control marketing goals and facilitate a smooth flow of information within the marketing department
- 15. TOOLS OF MARKETING CONTROLLING Strategic Tools: Balanced Scorecard BALANCED SCORECARDS show the link between strategy development and implementation. Vision and Strategy Financial How should we appear to our shareholders to have financial success? x xx x Initiatives Targets Measures Objectives Customer How should we appear to our customers to achieve our vision? x x x x Initiatives Targets Measures Objectives Learning and Growth How can we sustain our ability to change and improve to achieve our vision? x x x x Initiatives Targets Measures Objectives INT. Business Process Which business processes should we master to satisfy our shareholders and customers? x x x x Initiatives Targets Measures Objectives
- 16. TOOLS OF MARKETING CONTROLLING Strategic Tools: Balanced Scorecard – Advantages and Disadvantages DISADVANTAGES wide range or big expense high costs (including the amount of introductions of those involved) lack of know-how time factor (BSC is frequently carried out by executives/ experts who are already overloaded with work) - all objectives align with corporate strategy no biased views (other aspects considered secondary are also involved) demand response (response to changed market requirements by revised measures) the focus is on the future active decisions rather than passive responses information and communication measurability ADVANTAGES +
- 17. TOOLS OF MARKETING CONTROLLING Strategic Tools: Portfolios Build selectively Invest to build Protect position Limited expansion Selectivity for earnings Build selectively Divest Manage for earnings Protect and refocus weak medium strong weakmediumstrong MARKETATTRACTIVENESS 1. Market attractiveness and competitive analysis: BUSINESS STRENGTH/ COMPETITIVE POSITION 2. Market share and market growth analysis: Question Marks Stars Poor Dogs Cash Cows low medium high MARKETGROWTHRATE RELATIVE MARKET SHARE pORTFOLIOS are simultaneous views of all business units and the study of balance and weighing low-risk and high-risk units.
- 18. TOOLS OF MARKETING CONTROLLING Operational Tools: ABC Analysis ABC ANALYSis ranks certain objects (e.g. products, product groups, customers, etc.) according to their importance. What contributes most to your success? 100 % 100%20% A B C 40% 60% 80% 80% 60% 40% 20% Salesprofitmargin customer BENEFIT: Allows companies to easily determine the difference and economic importance of objects under consideration and control marketing actions accordingly
- 19. CHECKLISTS Are you familiar with the main functions of marketing controlling? Do you know the difference between operational and strategic marketing controlling? Do you know the tools of marketing controlling? Have you selected a productive tool for your business? Can you implement it? Do you know the difference between effectiveness and efficiency? Do you know the responsibilities of marketing controlling?
- 20. Click here to visit www.PresentationLoad.com DOWNLOAD POWERPOINT SLIDES