Marketing Situation Analysis
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Business Unternehmen Marketing Vertrieb planning Planung Performance Leistung Analysis Analyse Strategic Strategisch Situation Analysis Situationsanalyse Roger Ron
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Recent studies of strategic marketing planning and business performance Author Focus Method Conclusions Olson Bokor (1995) Strategic Process Survey +ve impact on performance Siciliano (1997) Formal Planning Survey +ve impact on organisational performance Hopkins Hopkins (1998) Planning Intensity Survey +ve impact on bank performance Glaister Falshaw (1999) Planning Survey +ve impact on performance Anderson (2000) Planning Survey +ve impact on performance in industrial settings Pulendran et al.. Performance and measures of strategic situation analysis 1997 Sample size 2007 (1302) (789) High (HPC) Medium (MPC) Low (LPC) (169) (435) (185) Formal mktg planning Annual longer 32 32 42 31 26 Annual mktg plan 24 26 25 27 25 Annual budgeting 28 27 24 28 29 Little or none 16 14 9 14 20 Chisquare P value 15.47 .02 No sig.. Analysis 4 High importance 41 57 67 59 46 Av importance 42 31 27 30 32 Low importance 17 12 6 11 22 27.17 .01 22.02 .01 22.55 .01 40.36 .01 1997-2007 diff, p 0.01 Future planning Forecast/plan to make happen 65 74 83 75 63 Monitor, adapt 35 26 17 25 37 1997-2007 diff, p 0.01 Use market res in general Use often 47 51 61 51 43 Seldom/never use 53 49 39 49 57 1997-2007 diff, p 0.01 Use of commissioned-in market research Use often 10 12 21 11 6 Seldom/never use 90 88 79 89 94 No sig..
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