MGT 3300 Chapter Notes - Chapter 18: Iceberg
Document Summary
Chapter 18 implementing and controlling marketing plans: evolution and revolution. Control the feedback process that helps the marketing manager learn (1) how ongoing plans and implementation are working (2) how to plan for the future. Sales analysis a detailed breakdown of a company"s sales records. Product category, brand, package size, grade, or color. Geographic region country, state, city, or sales rep"s territory. Customer characteristics (new or existing account, frequency of purchases, etc. ) Channel of distribution (type of wholesaler or retailer involved, target markets served, store size, etc. ) Performance analysis looks for exceptions or variations from planned performance. Managers make comparisons i. e. one territory against another, and comparing by year. Performance index a number like a baseball batting average that shows the relation. Iceberg principle much good information is hidden in summary data of one value to another. Icebergs show only about 10 percent of their mass above water level.
