What is the third step of the SMM process?
Strategic Implementation
By johnson and Scholes, 1999
What are the relevant aspects of managing implementation?
define objectives
develop strategy for internally marketing the programme/ change
execution (important to maintain commitment)
need to evaluate and appraise throughout and at completion
What forms exist for a firm’s marketing organisation?
no marketing department
functional organisation (Executive, sales, research, IMC and Channel)
brand management (distinct brand managers seperate from other sub-departments)
service/ product based organisation (complete sub-departments lead by distinct product/service managers)
market centered organisation (complete sub-departments lead by distinct market managers)
matrix organisation
What does marketing control entail?
first strategic control to address major strategic issues, should be part of the planning process
then operational control to measure customer satisfaction and analyse market share, sales, cost and profitability (marketing metrics to measure effectiveness)
What does organisational culture impact?
communication flow (internal and external)
flexibility and agility (willingness to respond to market and changes)
decision making processes (by whom and how fast)
openness to innovation
Explain the concept of CLTV.
Customer lifetime value describes value of a customer including the future benefits less the anticipated future costs
by Dwyer 1997
increases through increasing both retention rate and the sales associated with a customer (purchases and referrals) while reducing costs of serving customer
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