Chapter 9 Flashcards
Monitoring and control in international marketing
What is controlling?
target-oriented coordination of planning, control and information supply as a sub-task management
Purpose: to enable management to adapt to environmental changes in a target oriented manner though planning & performing necessary control tasks
What are the two aspects controlling involves?
-design, further development and implementation of planning control and information supply systems
-performing ongoing reconciliations within the existing system, trouble shooting and providing necessary info
How should information be in controlling?
-standardized (by reference model), clear and detailed
-limited to what is necessary
-prepared in an understandable and clear manner
What reference model is used in controlling?
CDM -Comprehensive Decision model
consists of
actor: has subjective information need due to decision-making behavior, information requirements, education
organization: need for info resulting from it’s structures due to decision-making problems, information need, structure of organization, KPI
application: technical basis for address-oriented data collection & processing: available applications and infrastructure, available technologies, non-functional requirements, information system management
What are the relationships of actor, organization and applications in holistic information logisitcs
actor-organization: leadership style, range of services, group processes, decision situation
organization-applications: integrated information logistics
applications-actor: individual requirements (user friendliness)
What are the three phases in planning process?
-situation analysis forecast
-strategic int. marketing planning
-tactical-operational int. marketing planning
What are the two stages in planning?
-realization
-control of foreign activities
What are the steps in control phase?
-check extent to which strategic & tactical-operational targets have been met in the indiv. country markets
-review results from country-specific marketing strategies and policies (country-specific sales, market share, profit, overall image)
-compare targets to the variable forecasted: desirable, actually occurred or were realized
-carry out cause analyses and planning of adjustments for following period
-carry out of marketing audits
Why is int. marketing controlling carried out?
unique problems in planning, control and information supply need to be taken into account
either system-related problems or information-related problems
What are system related problems in planning and controlling?
-strategic planning limited to HQ
-strategic planning receives little support from top management
-short-term perspective of planners
-strategic control is only slightly developed
-transfer of domestic planning and control systems to foreign subsidiaries
-inappropriate application of control standards for subsidiaries
-inconsistency between planning specifications and control benchmarks
-increased time requirement for planning
-inadequate integration of operational and strategic planning
-lack of planning know-how in subsidiaries
-culturally conditioned planning resistances
-coordination problems of planning and control activities
-compliance with the schedules for planning process
-overloading of subsidiaries with planning requirements
What are information-related problems in -planning and controlling?
-procurement of external data in underdeveloped countries
-incomplete use of external information sources
-information overload leads to inadequate data evaluation
-miscommunication between planning authorities due to different timeframe
-unsystematic environmental analysis
-low use of forecasting techniques
-low attention to written reports
-lack of timeliness of reports
-strategic goals are not well communicated within company
-data uncertainty
-dominance of numerical value in reports
-one sided past oriented perspective of reports
What are the pre-requisites when planning a country-specific marketing mix?
-target figure (sales, market share profits) are taken as basis.
-sales policy instruments must be coordinated, so that marketing objectives can be achieved
-deviations are to be validated, with the appropriate interventions applied
-examine whether results of target variable have been achieved.
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What actions does controlling in marketing target system require?
-determine if marketing objectives are aligned with corporate mission statement and objectives, if not, must be adjusted accordingly
-check if marketing objectives are recorded, pursued date should also be added
-analyze whether targets are realistic and can be met for considered period, if not target should be adjusted
-determine if goals are appropriate to job/task so employees can be motivated
-determine whether target system allows activities of different functional areas to be coordinated, if not system must be revised accordingly
What are the factors to consider for controlling in marketing organization?
-extent of coordination effort
-intensity of information search
-process innovation capability
-target group orientation
-adaptability to int. market changes
-marketing management burden
-possibilities of personnel development
-employee motivation & satisfaction
What is marketing control according to Koetler et al?
process of measuring and evaluating results of marketing plans and strategies and plans, while taking corrective action to ensure achievement of marketing goals
