Powerpoints Segment 19

Powerpoints Segment 19 - SEGMENT 19: MARKETING...

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SEGMENT 19 : MARKETING IMPLEMENTATION (Related chapter in text: 22 and Appendix C)
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LEARNING OBJECTIVES Describe key aspects of the implementation phase of marketing. Distinguish planning vs. implementation.
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LEARNING OBJECTIVES Describe key approaches to marketing control: sales and profitability analysis and the marketing audit. Understand how AT&T Paradyne uses “customer value-add” to plan, implement, and control its marketing effort.
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LEARNING OBJECTIVES Understand how to market your most important product: YOU!
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STRATEGIC MARKETING PROCESS: IMPLEMENTATION PHASE ESTABLISHING THE MARKETING ORGANIZATION ROLES AND RESPONSIBILITIES HUMAN RESOURCE DEPLOYMENT
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STRATEGIC MARKETING PROCESS: IMPLEMENTATION PHASE DEVELOPING TIMETABLES OBTAINING AND ALLOCATING BUDGETS EXECUTING THE MARKETING PROGRAM
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DEVELOPING TIMETABLES CRITICAL PATH ANALYSIS VIA PERT CHARTS (PERT = Program Evaluation and Review Technique)
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A C F D B E PROTOTYPE MARKET RESEARCH DEVELOP AD CAMPAIGN BUILD PRODUCTION FACILITY RE-DESIGN PRODUCT LAUNCH 5 5 2 7 4 4 2 EXAMPLE OF NEW PRODUCT LAUNCH TIME
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CRITICAL PATH COMPUTATION (A B D F) = 12 months (A B E F) = 11 months (A C E F) = 15 months*
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RESOURCE ALLOCATION IN PRACTICE
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SHARE POINT ANALYSIS ESTIMATE INDUSTRY SALES ESTIMATE FIRM’S MARKET SHARE COMPUTE GROSS MARGIN PER SHARE POINT
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Gross Margin = Sales Revenue - Cost of Goods Sold GROSS MARGIN IS ALSO CALLED THE “CONTRIBUTION” - TO COVERING SELLING, ADMINISTRATIVE, AND OTHER EXPENSES, AS WELL AS PROFIT.
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KEY DECISION: HOW MUCH IS THE COMPANY WILLING TO SPEND IN ADDITIONAL MARKETING EXPENSE TO INCREASE SALES BY 1 SHARE POINT?
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This note was uploaded on 02/09/2011 for the course MAR 3023 taught by Professor Lutz during the Spring '08 term at University of Florida.

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Powerpoints Segment 19 - SEGMENT 19: MARKETING...

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