R large companies that produce many different

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r.Large companies that produce many different products flowing intomany different geographic and customer markets usually employ somecombination of the functional, geographic, product, and marketorganization forms.s.Many companies are finding that today’s marketing environment callsfor less focus on products, brands, and territories and more focus oncustomers and customer relationships. More and more companies areshifting their brand management focus toward customer management.Marketing Controlt.Marketing control involves evaluating the results of marketing strategiesand plans and taking corrective action to ensure that objectives areattained.u.Operating control involves checking ongoing performance against theannual plan and taking corrective action when necessary. Its purpose isto ensure that the company achieves the sales, profits, and other goals setout in its annual plan.v.Strategic control involves looking at whether the company’s basicstrategies are well matched to its opportunities. A major tool for suchstrategic control is a marketing audit. This is a comprehensive,systematic, independent, and periodic examination of a company’senvironment, objectives, strategies, and activities to determine problemareas and opportunities.UseKey TermsMarketing Audit, Marketing Controlhere.6.Measuring and Managing Return on Marketing Investmenta.Marketing managers must ensure that their marketing dollars are beingwell spent.b.Many companies now view marketing as an investment rather than anexpense.c.Marketers are developing better measures of return on marketinginvestment; that is, the net return from a marketing investment dividedby the costs of the marketing environment. It measures the profitsgenerated by investments in marketing activities.d.A company can assess return on marketing in terms of standardmarketing performance measures, such as brand awareness, sales, ormarket share.e.Increasingly, though, marketers are using customer-centered measuresof marketing impact, such as customer acquisition, customer retention,and customer lifetime value.f.Figure 2.7 views marketing expenditures as investments that producereturns in the form of more profitable customer relationships.UseKey TermReturn on Marketing Investmenthere.UseChapter Objective 5here.
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Chapter 2 / Exercise 9
Marketing 2018
Ferrell/Pride
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Part 1:Defining Marketing and the Marketing Process30UseFigure 2.9here.UseDiscussing the Concepts 6here.END OFCHAPTERMATERIALDiscussing the Concepts

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Term
Spring
Professor
Mr. Nguyen Sam Minh
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Marketing 2018
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Chapter 2 / Exercise 9
Marketing 2018
Ferrell/Pride
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