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Basic Marketing: A Global Managerial Approach, 10/e

Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University

Implementing and Controlling Marketing Plans

Chapter Objectives

When you finish this chapter, you should:

Understand how information technology is speeding up feedback for better implementation and control.

Know why effective implementation is critical to customer satisfaction and profits.

Know how total quality management can improve implementation — including implementation of service quality.

Understand how sales analysis can aid strategic market planning.

Understand the differences in sales analysis and performance analysis using performance indexes.

Understand the difference between the full-cost approach and the contribution-margin approach.

Understand how planning and control can be combined to improve the marketing management process.

Understand what a marketing audit is — and when and where it should be used.

Understand the important new terms (shown in the margins).

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