Marketing - Controlling. Masurarea performantei in marketing

Descriere - Marketing - Controlling. Masurarea performantei in marketing

Cuprins:

Prefata ................................................................................................................................................... 7
Abstract .................................................................................................................................................. 11
Introducere ............................................................................................................................................. 15

1. Marketing-controlling – definitie, concept, incadrare ................................................................... 21
1.1. Concept si definitie .......................................................................................................................... 21
1.2. Controlling strategic si controlling operativ ...................................................................................... 24
1.3. Dezvoltarea controllingului ............................................................................................................... 26
1.4. Delimitarea controllingului de alte discipline .................................................................................... 28

2. Semnificatia controllingului in marketing ...................................................................................... 31
2.1. Importanta controllingului in marketing ............................................................................................ 31
2.2. Sisteme informationale ce stau la baza controllingului .................................................................... 34
2.3. Relatia dintre manager si controller ................................................................................................. 38
2.4. Marketing-controlling in structura organizatorica a unei intreprinderi ............................................. 43
2.5. Implicarea controllingului in conducerea unei intreprinderi.............................................................. 50

3. Instrumente de marketing-controlling ............................................................................................ 55
3.1. Instrumente generale de masurare a eficientei activitatii unei intreprinderi .................................... 55
3.1.1. Indicatori ce masoara performanta intreprinderii ................................................................... 56
3.1.2. Balanced score card .............................................................................................................. 60
3.1.3. Shareholder value, economic value added si discounted cash-flow ...................................... 62
3.1.4. Zero-based-budgeting............................................................................................................ 64
3.2. Elemente de controlling in mixul de marketing ................................................................................ 64
3.2.1. Controllingul in politica de produs .......................................................................................... 65
3.2.1.1. Metode cantitative de controlling in politica de produs.............................................. 65
3.2.1.2. Metode calitative de controlling in politica de produs ................................................ 67
3.2.2. Controllingul in politica de pret............................................................................................... 72
3.2.2.1. Analiza senzitivitatii pretului – instrument de optimizare a pretului ........................... 73
3.2.2.2. Metoda determinarii costurilor unui proces ............................................................... 74
3.2.2.3. Target costing (costul tintit) ....................................................................................... 79
3.2.2.4. Benchmarkingul costurilor ......................................................................................... 84
3.2.2.5. Metoda acoperirii costurilor ....................................................................................... 86
3.2.3. Controllingul in politica de comunicare .................................................................................. 88
3.2.3.1. Instrumente de masurare a eficientei comunicarii ..................................................... 90
3.2.3.2. Instrumente de masurare a efectelor comunicarii ..................................................... 99
3.2.4. Controllingul in politica de distributie ..................................................................................... 107
3.2.4.1. Performanta si succesul canalelor de distributie ....................................................... 108
3.2.4.2. Controllingul proceselor de logistica .......................................................................... 113
3.3. Metode de evaluare a clientilor ........................................................................................................ 115
3.3.1. Metode monetare de evaluare a clientilor .............................................................................. 117
3.3.2. Metode nemonetare de evaluare a clientilor .......................................................................... 124
3.4. Pilonii marketing-controllingului intr-o intreprindere......................................................................... 129

4. Implementarea unui sistem de marketing-controlling la Moda S.A. ........................................... 133
4.1. Intreprinderea de confectii Moda S.A............................................................................................... 133
4.1.1. Momente in dezvoltarea intreprinderii ................................................................................... 134
4.1.2. Domenii de activitate .............................................................................................................. 135
4.2. Crearea unui sistem de marketing-controlling la Moda S.A. ............................................................ 138
4.2.1. Analiza SWOT – situatia actuala externa si interna ............................................................... 139
4.2.2. Instrumente generale de masurare a performantei la Moda S.A. .......................................... 141
4.2.3. Controllingul clientilor la Moda S.A. ....................................................................................... 145
4.2.4. Controllingul politicii de produs la Moda S.A. ......................................................................... 155
4.2.5. Controllingul politicii de pret la Moda S.A. ............................................................................. 168
4.2.6. Controllingul politicii de comunicare la Moda S.A. ................................................................. 173
4.2.7. Controllingul politicii de distributie la Moda S.A. .................................................................... 177
4.2.8. Recomandari strategice pentru Moda S.A. ............................................................................ 179

5. Marketing-controlling – prezent si perspective ............................................................................. 181

Bibliografie ............................................................................................................................................. 185
Index figuri ............................................................................................................................................. 195



An aparitie 2009
Nr. de pagini: 200
Format 17x24 cm