Marketing Strategy: A Decision-Focused Approach Chapter 13

Front 1

1. Setting standards of performance (profitability analysis, customer satisfaction)
2. Specifying and obtaining feedback data
3. Evaluating data
4. Taking corrective action

Back 1

Steps for designing marketing metrics (4)

Front 2

1. Identifying key variables
2. Tracking and monitoring
3. Strategy reassessment

Back 2

Designing decisions for strategic monitoring systems (3)

Front 3

1. Who needs what information?
2. When and how often is the information needed?
3. In what media and in what format(s) or levels of aggregation should the information be provided?
4. Does your system of marketing metrics measure up?
5. What contingencies should be planned for?

Back 3

Designing decisions for marketing metrics (5)

Front 4

1. Identifying critical assumptions
2. Determining probabilities
3. Rank ordering the critical assumptions
4. Tracking and monitoring
5. Activating the contingency plan
6. Specifying response options

Back 4

Contingencies for marketing metrics (6)

Front 5

1. Marketing environmental audit
2. Objectives and strategy audit
3. Planning and control system audit
4. Organization audit
5. Marketing productivity audit
6. Marketing functions audit
7. Ethical audit
8. Product manager audit

Back 5

Marketing Audit (8)