Chapter 20 Marketing Management, Evaluation, and Control.ppt

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1、 Learning Objectives:Chapter 20Marketing Management,Evaluation,and Control1.Define marketing management and list its five components.2.Explain the benefits of marketing management.3.Describe the five different methods of organizing a marketing department.4.Explain the steps and procedures involved i

2、n staffing and managing marketing personnel.1 Learning Objectives:Chapter 20Marketing Management,Evaluation,and Control5.List the unsophisticated and sophisticated approaches to setting marketing budgets and identify the most effective method.6.Describe the building-block procedure for setting a mar

3、keting budget and explain its benefits.2 Learning Objectives:Chapter 20Marketing Management,Evaluation,and Control7.Define marketing control and marketing evaluation.8.Describe the process used to control the marketing plan.9.List and explain the techniques available for marketing evaluation.3Market

4、ing ManagementMarketing management includes all the activities necessary to plan,research,implement,control,and evaluate the marketing efforts of a hospitality and travel organization.4Five Components of Marketing Managementa.Planningb.Researchc.Implementationd.Controle.Evaluation5Benefits of Market

5、ing Managementa.Marketing efforts are accomplished in a well-planned,systematic wayb.An adequate amount of marketing research and other marketing information is generatedc.Marketing weaknesses are quickly spotted and correctedd.Funds and human resources available for marketing are used as efficientl

6、y and effectively as possible6Benefits of Marketing Managemente.Marketing efforts are always under careful scrutiny;it is always felt that there is room for improvementf.The organization is in a better position to adapt to change among customers and competition,and in the industryg.Marketing is bett

7、er integrated into all the organizations activities and within its various departments7Benefits of Marketing Managementh.Marketing personnel and other staff members are more highly motivated toward achieving marketing objectivesi.There is a much clearer understanding of marketing results,good and ba

8、d,and the reasons for successes and failuresj.There is definite accountability for marketing8Different Methods of Organizing a Marketing Departmenta.Marketing and promotional mix elementsb.Facilities or servicesc.Geographyd.Customer groupingse.A combination of two of the above four criteria9Steps an

9、d Procedures in Staffing and Managing Marketing Personnel a.Recruiting and hiringb.Orientation and trainingc.Motivation,coordination,and communication 10Unsophisticated Budgeting Approachesa.Arbitrary and affordable approachb.Percentage-of-sales or rule-of-thumb approachesc.Competitive-parity approa

10、ch11Sophisticated Budgeting Approachesa.The building block procedure b.Objective-and-task approachc.Zero-based budgeting approachesd.Other approaches 12“Building-Block”Procedure1.Allocate a tentative,overall budget to marketing or the marketing department.2.Determine the marketing objectives.3.Set o

11、bjectives for each promotional mix element that are based on the marketing objectives.13“Building-Block”Procedure4.Tentatively split the overall budget allocation between communications(the promotional mix)and administrative and other expenses.5.Divide the tentative communications budget on a provis

12、ional basis among advertising,sales promotion,personal selling,and public relations and publicity.14“Building-Block”Procedure6.Develop the marketing plan,specifying all the activities and tasks required for advertising,sales promotion,personal selling,and public relations and publicity.7.Determine t

13、he final allocations for advertising,sales promotion,personal selling,and public relations and publicity,and administrative and other elements,based on the activities included in the marketing plan.15Definition of Marketing ControlSteps that an organization takes to ensure that its marketing plans a

14、re successful.16Definition of Marketing EvaluationTechniques used after the marketing plan period to analyze success in achieving individual marketing objectives and to more broadly assess the entire organizations marketing efforts17Control Process for the Marketing Plana.Setting standards based on plansb.Measuring performance against standardsc.Correcting deviations from standards and plans 18Marketing Evaluation Techniquesa.Sales analysisb.Market-share analysisc.Marketing cost and profitability analysisd.Efficiency ratiose.Marketing-effectiveness rating reviewf.Marketing audit 19