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A company that sells across the country or

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-A company that sells across the country or internationally often uses ageographicorganization. Its sales and marketing people are assigned to specific countries, regions, anddistricts.-A company with different products or brands may create aproduct managementorganization. Under this approach, a product manager develops and implements a completestrategy and marketing program for a specific product or brand.-Amarket or customer management organizationapproach is best suited for companies thatsell one product line to many different types of markets and customers who have differentneeds and preferences.-Large companies that produce different products, flowing into many different geographic andcustomer markets, employ acombinationof the functional, geographic, product, and marketorganizationforms.-More and more, companies are shifting their brand management focus towardcustomermanagement—moving away from managing only product or brand profitability and towardmanaging customer profitability and customer equity.51
Marketing control-Measuring and evaluating the results of marketing strategies and plans-Operating control ensures that the company achieves its sales, profits, and other goals.-Strategic control involves looking at whether the company’s basic strategies are well matchedto its opportunities.-very critical to do this-need to have a system in place to evaluate your work (like editing your project)-Marketing controlrefers to measuring and evaluating the results of marketing strategies andplans and taking corrective action to ensure that the objectives are achieved. This may requirechanging the action programs or even changing the goals.-Operating controlensures that the company achieves the sales, profits, and other goals setout in its annual plan. It also involves determining the profitability of different products,territories, markets, and channels.-it involves checking ongoing performance against the annual plan and taking correctiveaction when necessary-Strategic controlinvolves looking at whether the company’s basic strategies are wellmatched to its opportunities.-marketing strategies and programs can become outdated quickly and each company shouldreassess its overall approach to the marketplace periodicallyMeasuring and managing marketing return on investment (ROI)-Net return from a marketing investment divided by the costs of the marketing investment-Assessment measures-Standard marketing performance measures-Customer-centered measures-Marketing return on investmentor marketing ROI is the net return from a marketinginvestment divided by the costs of the marketing investment. It measures the profits generatedby investments in marketing activities.

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