MARKETING

IMPLEMENTATION &
CONTROL
LESSON 3

The Marketing Implementation Process Separation of Strategic Planning and Marketing Implementation

Time Spent On:

Very Much

Strategic
Planning
Marketing
Implementation

Very Little
Chief
Executive
Officer

Mid-level
Marketing
Managers

Customer
Contact
Managers

The Marketing
Implementation Process Components of Marketing Implementation

Marketing
control

Marketing
structure

Leadership

Shared goals
and objectives

Total quality
management

Employees

Internal
marketing

The Strategic Planning,

mentation, and Control Processes

The Business Unit

Strategic-Planning Process

Approaches to Marketing
Implementation
Internal Marketing
External Customers
Internal Customers

Total Quality
Management (TQM

Approaches to Marketing Implementation

Internal Marketing Framework

Marketing Strategy
Marketing Implementation
Internal Marketing
Program

External Marketing
Program

Marketing Mix

Marketing Mix

Target Groups Within

the Organization

Customer Groups or
Target Markets

TQMs Principles
Continuous Quality Improvement
Benchmarking

Empowered
Employees
Empowerment

Quality-Improvement
Teams

Organizing Marketing Activities

The Role of Marketing in an Organizations Structure

Adopting the Marketing Concept

Customers Needs Are Pivotal
Concentrating on Discovering Buyers Wants and

Fulfilling Them So as to Achieve Organizational Goals

Closer Coordination with Other Functional Areas

Organizing Marketing Activities

Alternatives for Organizing the Marketing Unit
Authority at This Level

Centralized

Organizing Marketing Activities

Alternatives for Organizing the Marketing Unit

Authority at This Level

Centralized

Decentralized

Organizing Marketing Activities

Organizing
Organizing
Organizing
Organizing

by
by
by
by

Functions
Products
Regions
Types of Customers

Implementing Marketing Activities

Motivating Marketing Personnel

Communicating Within the Marketing Unit

Coordinating Marketing Activities

Establishing a Timetable for Implementation

Controlling Marketing Activities

Marketing Control Process
Establishment
of Performance
Standards

Corrective
Action if
Necessary

Evaluation
of Actual
Performance

Methods of Evaluating
Performance

Sales Analysis

Marketing Cost
Analysis

Methods of Evaluating
Performance
Marketing Cost Analysis

Fixed
Costs

Traceable
Common
Costs

Variable
Costs

Nontraceable
Common
Costs

Methods of Evaluating Performance

The Marketing Audit

Marketing Audit
Customer-Service
Audit

Methods of Evaluating
Performance
Marketing Cost Analysis
HOW COSTS ARE DEALT
WITH DEPENDS ON THE
APPROACH USED BY THE
ANALYST. IT CAN BE . . .

Methods of Evaluating
Performance
Marketing Cost Analysis

FULL-COST APPROACH
DIRECT-COST APPROACH