Sm Presentation4
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The document discusses strategic evaluation and control in marketing. It outlines criteria for evaluating marketing strategies, including consistency, advantage, and consonance. It describes the strategic marketing audit as an evaluation activity. It also details a three-step procedure for performance assessment and taking action: 1) identifying opportunities and performance gaps, 2) determining normal and abnormal variability, and 3) deciding on actions to be taken such as corrective actions or exiting/entering markets.
Sm Presentation4
- 1. Strategic Evaluation & Control
- 2. Strategic Evaluation and Control Introduction Marketing strategy has to be responsive to changing conditions. Strategic evaluation is concerned with appraising the overall impact and appropriateness of the strategy Strategic marketing planning requires information from ongoing monitoring and evaluation of performance.
- 3. Strategic Evaluation and Control Criteria for Evaluation Consistency Advantage Consonance Feasibility Customer Relationship Management Overview of the Evaluation Activities The Strategic Marketing Audit
- 4. Performance Criteria & Information Need
- 5. Performance Criteria & Information Need Selecting Performance Criteria & Measures refers to the essential aspects of competency. Selecting Performance Criteria & Measures
- 6. Performance Assessment & Actions
- 7. Performance Assessment & Action Marketing Evaluation and Control Process is determining the comparison between ACTUAL RESULTS PLANNED RESULTS &
- 8. Performance Assessment & Action 3 Step Procedure: Opportunity & Performance Gaps Determine Normal, Abnormal Variability Decide the Actions to be Taken 1) 2) 3)
- 9. Performance Assessment & Action 3 Step Procedure: Opportunity & Performance Gaps Determine Normal, Abnormal Variability Decide the Actions to be Taken 1) 2) 3)
- 10. Opportunity & Performance Gaps Strategic Evaluation seeks to: Identifying possible Opportunities or Performance Gaps. Intiate Action to avail Opportunities or correct existing as well as pending Problems. 1) 2)
- 11. Performance Assessment & Action 3 Step Procedure: Determine Normal, Abnormal Variability Decide the Actions to be Taken 1) 2) 3) Opportunity & Performance Gaps
- 12. Performance Assessment & Action 3 Step Procedure: Opportunity & Performance Gaps Determine Normal, Abnormal Variability Decide the Actions to be Taken 1) 2) 3)
- 13. Determine Normal, Abnormal Variability Operating Results include: Sales Market Share Profits Order Processing Time Customer Satisfaction Customer Complaints Frequently Evaluated Measures:
- 14. Performance Assessment & Action 3 Step Procedure: Decide the Actions to be Taken 1) 2) 3) Determine Normal, Abnormal Variability Opportunity & Performance Gaps
- 15. Performance Assessment & Action 3 Step Procedure: Opportunity & Performance Gaps Determine Normal, Abnormal Variability Decide the Actions to be Taken 1) 2) 3)
- 16. Decide the Actions to be Taken Corrective Actions include: 1) 2) 3) Exiting from Product Market New Product Planning Changing Target Market Strategy Adjusting Market Strategy Improving Production Efficiency 4) 5)
- 17. The End