罗兰贝格efficiency_of_marketing_communication

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1、ME2–EfficiencyofMarketingCommunication–Realizingthepotential–Optimizingeffectiveness–RolandBerger&PartnerGmbHSales&MarketingCCMunich,August1999RolandBerger&PartnerGmbH–InternationalManagementConsultantsBarcelona–Beijing–Berlin–Brussels–Bucharest–Budapest–BuenosAires–Delhi–Detroit–Düsseldorf–Fran

2、kfurt–Hamburg–Kiev–KualaLumpur–LisbonLondon–Madrid–Milan–Moscow–Munich–NewYork–Paris–Prague–Riga–Rome–SãoPaulo–Shanghai–Stuttgart–Tokyo–Vienna–ZurichMUC-0040-00001-01-17dME2achievesmarketingefficiencybymeansofanintegratedapproach,andoptimizesfourkeyareasinparallelProcurementBudgeting/AllocationAp

3、plicationMeasurementControllingApplicationProcurementBudgeting/allocationMeasurement/controllingME2MUC-0040-00001-01-17dIdentifyingtherightmarketingcommunicationbudgetisstillsuboptimal-internalandexternalfactorspushdifferentleversBudgetingSales:PricereductionControlling:ImprovingprofitsEngineeri

4、ng:InvestmentanalysisProduction:ProductimprovementsMarketing:”Thehigherthebetter"Competition:ShareofvoiceDistributionPullchannels:Agencies:self-interestBudgetformarketingcommunicationTraditionalmethods%ofsales±x%onpreviousyear"Residualsize"ofbudgetSource:RolandBerger&Partners"Budgetdecelerators"

5、"Budgetdrivers"MUC-0040-00001-01-17dManagementfrequentlyreceiveseithernoanswerorunsatisfactoryanswerstokeyquestions(1)Arewedeterminingourmarketingbudgetinafocusedandsystematicfashion?Doesarebudgetmeettheneedsofthemarketandthecompetition?Areweallocatingourresourcesaccordingtotherightprioritiesandt

6、otherighttargetsegmentsandtherightinstruments?Arewepayingouragencies(advertising,media,promotion)toomuchcommission?Shouldwebecentralizingordecentralizingourcommunicationactivities?Doourobjectivescorrespondtotherequirements,arewemeetingthemandhowefficientareweindoingso?MUC-0040-00001-01-17dManagem

7、entfrequentlyreceiveseithernoanswerorunsatisfactoryanswerstokeyquestions(2)Thefirstthingwedotomeetprofittargetsistoreducetheadvertisingbudget–thatissimple,butwhateffectdoesithaveonourmarketingefficiency?Doweincreaserev