Transcript MARKETING IMPLEMENTATION

MARKETING
IMPLEMENTATION
• Marketing implementation is the process that turns
marketing plans into action assignments and
ensures that such assignments are executed in a
manner that accomplishes the plan’s stated
objectives (Kotler 1997)
• STRATEGY:
– What? and Why? Of marketing activities
• IMPLEMENTATION:
– Who? Where? When? And How?
EFFECTIVE IMPLEMENTATION:
FOUR SKILLS
• YOU NEED SKILLS IN:
– Recognizing and diagnosing a problem
– Assessing the company level where the
problem exists
– Implementing plans
– Evaluating and implementing results
MARKETING
IMPLEMENTATION
• It is the process of executing the marketing
strategy by creating specific actions that
will ensure that the marketing objectives are
achieved
• Good implementation is critical to the
overall success of the organization
ISSUES IN MARKETING
IMPLEMENTATION
• Planning and implementation are
interdependent processes
• Planning and implementation are constantly
evolving
• Planning and implementation tend to be
separated within the organization
» Ferrell and Hartline (2004)
THE ROLE OF INTERNAL
MARKETING IN IMPLEMENTATION
• Internal marketing refers to the managerial
actions necessary to make all members of
the organization understand and accept their
respective roles in implementing the
marketing process
• All employees at all levels are viewed as
having two sets of customers : Internal
Customers and External Customers
PROCESS MAPPING AND
ACTIVITY SCHEDULING
• PERT (Project Evaluation Review
Technique) -- Polaris Weapon Systems
• CPM (Critical Path Method) -- Du Pont
• Involve Activity Scheduling
–
–
–
–
Critical Path
EST (Earliest Start Time)
LST (Latest Starting Time)
Project Crashing (Crash time vs. Normal time)