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)