tailieunhanh - Basic Marketing: A Global−Managerial Approach Chapter 19

Chapter 19. Implementing and Controlling Marketing Plans: Evolution and Revolution. When You Finish This Chapter, You Should: 1. Understand how information technology is speeding up feedback for better implementation and control. | Perreault-McCarthy Basic Marketing A Global-Managerial Approach 14 e 19. Implementing and Controlling Marketing Plans Evolution and Revolution Text The McGraw-Hill Companies 2002 1 When You Finish This Chapter You Should 1. Understand how information technology is speeding up feedback for better implementation and control. 2. Know why effective implementation is critical to customer satisfaction and profits. 3. Know how total quality management can improve implementation including implementation of service quality. 4. Understand how sales analysis can aid marketing strategy planning. 5. Understand the differences in sales analysis performance analysis and performance analysis using performance indexes. 6. Understand the difference between the full-cost approach and the contributionmargin approach. 7. Understand how planning and control can be combined to improve the marketing management process. 8. Understand what a marketing audit is and when and where it should be used. 9. Understand the important new terms shown in red . Chapter Nineteen Implementing and Controlling Marketing Plans Evolution and Revolution Allegiance Healthcare Corporation supplies goods and services to hospitals. Hospitals everywhere are under pressure to cut costs but still provide excellent care. So if Allegiance is going to charge prices that are profitable and still keep the hospitals business it must find ways to give them better value on each dollar they spend. There s some evidence that Allegiance is successful doing just that. That s not to suggest that the firm was doing poorly before. It wasn t. But its strategy wasn t A producing the profits that were expected. New products and improved services designed to help hospitals cut the costs of purchasing handling and storing critical supplies were well place promotion price produc Perreault-McCarthy Basic Marketing A Global-Managerial Approach 14 e 19. Implementing and Controlling Marketing Plans Evolution and Revolution Text The .