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9 marketing strategy reformulation (marketing control process…
9 marketing strategy reformulation
marketing control process
function
achieving strategic adaptation to environmental change and operational adaptation to productivity needs
complementary activities
strategic control
objectives
assessing the direction of the organization as evidenced by explicit and implicit goals, objectives, strategies, and capacity to perform in the context of changing environments and competitive actions
defining the fit between an organizations capabilities and objectives and environmental threats and opportunities
effectiveness
degree of goal attainment
doing the right things
operational control
objectives
assesses how well the organization performs marketing activities as it seeks to achieve planned outcomes
efficiency/ productivity
doing things right
process
analysis
marketing cost
purpose
trace, assign or allocate costs to a specified marketing activity or segment in a manner that accuratly displays the financial contribution of activities to the organization
product-service mix
sales
marketing channel
customer profitability
considerations
problems vs symptoms
identify the root causes, behind the numbers
effectiveness vs efficiency
data vs information
strategic change
def.
a change in the environment that will effect the long-run well-being of the organization
sources/causes
market evolution
change in primary demand for a product class
technological innovation
market redefinition
iphone
marketing channels
responses
marshal resources to alter technique and marketing capabilities to fit market success requirements
shift emphasis to markets where there are still a good fit
leave the industry