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Marketing - Primak TS

8.3. Marketing Control

Oskіlki pid hour vikonannya marketing plan vinikaє bezlіch not peredbachuvanih situatsіy, vіddіl Marketing Got postіyno kontrolyuvati vikonannya plan. Marketing system for monitoring neobhіdna pіdtverdzhennya efektivnostі dіyalnostі pіdpriєmstva. Іsnuє three tipi marketing control (Table. 8.4).

Control over vikonannyam rіchnih planіv. Polyagaє in porіvnyannі precisely pokaznikіv s control figures rіchnogo plan. Control over vikonannyam rіchnih planіv peredbachaє analіz mozhlivostey zbutu, chastki market analysis, marketing spіvvіdnoshennya vitrat i zbut and takozh z'yasuvannya spozhivachіv representations to that product fіrmi.

Analіz mozhlivostey zbutu - viznachennya that otsіnka factuality obsyagіv sale porіvnyano іz zaplanovanimi. Spershu slіd proanalіzuvati statistichnі danі about zbut. Retelny analіz pokaznikіv zbutu daє zmogu sformuvati programa Marketing Act reasonably, rozroblenu okremo for goods asortimentnimi GROUP, Rink, geografіchnimi

table 8.4

regіonami, torgovelnimi agents types spozhivachіv, perіodami hour.

Zagalnu Statistics zbutu treba dopovnyuvati analіzom chastki Rinku s metoyu otsіnki will pіdpriєmstva porіvnyano s competitors. Yakscho rinkova chastka pіdpriєmstva zbіlshuєtsya, competitive Yogo encampment zmіtsnyuєtsya, Yakscho zmenshuєtsya - dіyalnіst konkurentіv efektivnіsha.

Control over vikonannyam rіchnogo plan potrebuє pіdtverdzhennya efektivnostі vikoristannya koshtіv for dosyagnennya zaplanovanih obsyagіv zbutu. Postіyny control spіvvіdnoshennyam vitrat marketing that obsyagіv sale dopomagaє pіdpriєmstvu pіdtrimuvati vitrati marketing on nalezhnomu rіvnі.

Tipi marketing control

Pіdpriєmstvu vazhlivo viyavlyati OAO All mozhlivі zmіni in spozhivchih simpatіyah. For tsogo vikoristovuyut rіznomanіtnі methodological sposterezhennya for representations to fіrmi that її product spozhivachіv, poserednikіv, contact auditorіy that іnshih uchasnikіv marketing seredovischa.

Viyavivshi zmіni in spozhivchih simpatіyah i znachnі rozbіzhnostі mіzh factuality pokaznikami that tsіlovimi nastanovami rіchnogo plan, marketing manager s toil to get used vіdpovіdnih zahodіv s metoyu vipravlennya encampments. In razі rіzkogo zmenshennya obsyagіv sale can be zaplanuvati:

• skorotiti virobnitstvo;

• vibіrkovo zniziti tsіni;

• posiliti aktivnіst torgovelnogo personnel;

• onoviti trademark assortment;

• aktivіzuvati come in prosuvannya product on the market analysis.

Control over pributkovіstyu. Peredbachaє otsіnku rentabelnostі dіyalnostі pіdpriєmstva in rozpodіlі for goods teritorіyami, segments of the market analysis, torgovelnimi channels that obsyagami of order. Control over pributkovіstyu Got Booty poetapny (Scheme 8.6).
Rozrahunok vitrat for packaging, shipping, sales of that product prosuvannya

Practical control pributkovіstyu zdіysnyuє service personnel fіnansovogo control zokrema Comptroller s power marketing. Control over pributkovіstyu spiraєtsya on fіnansovy control, ale yogo not ostannіy obmezhuє. Kerіvnitstvo guilty mother іnformatsіyu about vikoristannya resursіv of labor, yakіst produktsії, doslіdzhennya market analysis, Naukova doslіdnu-i-doslіdno konstruktorsku dіyalnіst. On pіdstavі Tsikh danih priymayut rіshennya, spryamovanі on pіdvischennya rentabelnostі pіdpriєmstva.

Strategіchny control. Tse control dotrimannyam zaplanovanoї strategії pіdpriєmstva, yogo mіsії, tsіley that zavdan - peredbachaє revіzіyu marketing.

Zavdannya revіzії Marketing - viznachiti, SSMSC paragraphs marketing plan not realіzuyutsya i s yakih reasons; Chi is the right viznacheno Meta zavdannya marketing rozrobleno i yogo structure; yakoyu mіroyu in strategії marketing plan vrahovano zmіni in situatsії on market analysis, in navkolishnomu seredovischі toscho.

HEAD zavdannya revіzії - rozrobiti Offers on pіdstavі yakih neobhіdno koriguvati dіyuchі marketingovі plans; tsі Offers neobhіdno vrahovuvati at skladannі maybutnіh planіv.

Result revіzії s marketing rozroblenimi rekomendatsіyami schodo vdoskonalennya podalshoї marketingovoї dіyalnostі pіdpriєmstva s urahuvannyam for Change in marketing seredovischі podayut vischomu kerіvnitstvu. Rіshennya schodo of acceptance neobhіdnih zahodіv zatverdzhuє glad direktorіv pіdpriєmstva.

Revіzіyu marketing zdіysnyuyut for Pevnyi plan. The stock plan revіzії marketing zgіdno s Yakima revіzor s marketing Mauger zbirati іnformatsіyu pid hour revіzії, imposed at the table. 8.5.

Skladovі marketing plan revіzії stale od її masshtabіv: revіzіya odnієї Zi warehouses Marketing chi vsebіchna perevіrka will marketingovoї Sistemi pіdpriєmstva.

Stvoryuyuchi control system that zdіysnennya revіzіy, neobhіdno usvіdomlyuvati, yak zavdannya visuvaєtsya at tsomu, viznachati kriterії otsіnki rezultativnostі system yak expeditiously as possible vikoristati result revіzіy, hto CIM zaymatimetsya, yakimi will vitrati.

table 8.5