How to build a Marketing Plan: 
00
  
01   02   03   04   05   06    07     08   09   10   11   12   13   14   15


07 - M.I.S

(Management / Marketing Information System

Aim of MIS:
Compare results with objectives

(MIS is not a pure statistical system).

For every target channel, action

Monitor deviations (% reach)

Base salary bonuses on % reach

But avoid calculation pitfalls

Measure improvements over last period.

Here are two examples:

Criteria

Ex. 1: Nber
customers

Ex. 2: Unit
Profit & Loss

A. Last year
B. Expected this year
C. Improvement
     objective (B-A)

1 000
1 400
400

 

 

- 300
- 125
175

 

 

D. Obtained this year
E. Result (D-A)

 

1 220
220

 

- 90
210

F. Reach coeff. (E/C)
     but not (D/B) (*)

 

55 %
87 %

 

120 %
72 %

(*) In other words, do not include past year results in objectives
     For example, do not pay bonuses if the activity or result decreases !!!

pi-separ.gif (1205 octets)

  Marketing section table of contents: 00 
Description slides 01   02   03   04   05   06   07   08   09   10   11   12   13   14   15
See also my Management / Marketing articles migrated from Google Knol
  Other resources (external links):  MarketingPower  /  QuickMba

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