I. Controls Pay for Wal-Mart
II. Marketing Challenges Addressed in Chapter 20
III. Designing Control Systems Step by Step
A. Setting standards or performance
B. Specifying and obtaining feedback data
C. Evaluating feedback data
D. Taking corrective action
IV. Design Decisions for Strategic Control Systems
A. Identifying key variables
B. Tracking and monitoring
C. Strategy reassessment
V. Design Decisions for Marketing Performance Measurement
A. Who needs what information?
B. When and how often is the information needed?
C. In what media and in what format(s) or levels of aggregation should the information be provided?
D. What contingencies should be planned for?
E. Global marketing control
VI. A Tool for Periodic Assessment of Marketing Performance: The Marketing Audits
A. Types of audits
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2001 A McGraw-Hill Online Learning Centre