Transcript Marketing Evaluation, Monitoring, and Control

Marketing Evaluation,
Monitoring, and Control
Andreasen & Kotler—Chapter 20
ORLD 618—Summer 2007
Prepared by Dr. Memo Diriker
Monitoring and Control
On Schedule?
 Reaching all Target Segments?
 Desired Impact of Target Segments?
 What is Working and What is Not?
 What’ Missing?
 Changes in the Environment? (Competitive & Social)
 Response of Partners? (Any Changes?)
 What do our “Funders” Think?
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The Control Process
1.
Goal Setting
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2.
Performance Measurement
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3.
Why is it happening?
Corrective Action
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5.
What is happening?
Performance Diagnosis
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4.
What do we want to achieve?
What should we do about it?
Return to #2
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Measuring Change
Going BEYOND the Campaign
 Measuring Social Change
 Unique Challenges
 WHO does WHAT?
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Monitoring Marketing
Budget Variances
 Efficiency (Cost/Benefit)
 Resource Allocation
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 Is
the budget appropriate?
 Is the budget allocated right?
 Are the marketers using the budget right?
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Effectiveness
Behavior Outcomes
 Non-Behavior Changes
 Measuring Change

 Post
Campaign
 Across target segments
 Longitudinally
 Across segments AND longitudinally
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Some Final Notes
Tracking Satisfaction
 Complaints
 Suggestion Boxes
 Satisfying Target Segments vs.
Meeting Organizational Targets
 Ethics
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QUESTIONS???
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