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,. | Chapter 19: Implementing and Controlling Marketing Plans: Evolution and Revolution When you finish this chapter, you should 19-2 Chapter 19 Objectives 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 contribution-margin 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 important new terms. Information Technology Faster Feedback Real Time Data Details Efficient and Effective Relationship Building 19-3 Summary Overview Control is the feedback process that helps the marketing manager learn how ongoing plans and implementation are working and how to plan for the future. A key, and increasingly important, part of the control process is the understanding and use of information technology. Information technology is the use of computers and telecommunications to speed up the flow of information between parties. Information Technology Faster Feedback. Computers linked to checkout scanners, intranets, and decision support systems and the ability of software to summarize large amounts of data quickly into easy-to-use tables and graphs are part of the reason that today’s marketing manager can get faster feedback than ever before. “Real Time” Data Details. Because data transmitted electronically travels at the speed of light, it is possible for marketing managers to get some information instantly. Further the processing . | Chapter 19: Implementing and Controlling Marketing Plans: Evolution and Revolution When you finish this chapter, you should 19-2 Chapter 19 Objectives 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 contribution-margin 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 important new terms. Information Technology Faster Feedback .
