Exam 18: Implementing and Controlling Marketing Plans: Evolution and Revolution

Top executives of a health maintenance organization (HMO) were discussing a proposal to start providing each patient with a short customer satisfaction survey that would be on a card given to the patient when he/she left one of the HMO's clinics. All the patient had to do was to complete the survey items and drop the card in a mailbox; the HMO would pay the return postage. After several minutes, one of the executives said, "I don't like this idea at all, because the only people who will respond to the survey are people who want to complain about something." Apparently, this executive doesn't understand that:

Premier Bank considers population an effective measure of sales potential for its safe deposit boxes. It has broken down the population of the U.S. by region and assigned 30 percent of the total population to the Northeastern region. If Premier has a planned sales goal of $2.5 million nationwide, and actual sales in the Northeastern region last year were $650,000, what was the Northeastern region's performance index (to the nearest whole number percent)?

Sales analysis is a:

Performance indexes:

A marketing auditor for a firm will most likely:

The full-cost approach to marketing cost analysis is likely to lead to arguments among product managers about how costs are to be allocated.

A _____ looks for exceptions or variations from planned performance.

With respect to marketing control,

Cost analysis and performance analysis are the same thing.

_____ is the feedback process that helps the marketing manager learn how ongoing plans are working and how to plan for the future.