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Principles of Marketing module 12 Implementation and Control

The document discusses the importance of careful implementation of marketing strategies and the necessity of identifying target markets and positioning. It outlines four key skills required for effective marketing implementation: diagnostic, identification, implementation, and evaluation skills. Additionally, it describes four types of marketing control—annual plan control, profitability control, efficiency control, and strategic control—to assess and improve marketing activities.

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4 views

Principles of Marketing module 12 Implementation and Control

The document discusses the importance of careful implementation of marketing strategies and the necessity of identifying target markets and positioning. It outlines four key skills required for effective marketing implementation: diagnostic, identification, implementation, and evaluation skills. Additionally, it describes four types of marketing control—annual plan control, profitability control, efficiency control, and strategic control—to assess and improve marketing activities.

Uploaded by

calloscarljohn
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Module 12:

Market Implementation
& Control

Presentation by
CARL JOHN
CALLOS
A clear strategy and well-thought-out
supporting programs may be useless if the
firm fails to implement them carefully.
However, prior to implementation, the
target market must be clearly identified,
and positioning has to be determined. This
will set the stage for crafting a strategically
balanced combination of the marketing mix
to ensure success of the marketing plan.
1
Directions: Using a Venn Diagram, illustrate the similarities and differences between
IMPLEMENTATION and CONTROL based on your own knowledge and understanding of
the past lessons in Organization and Management subject?

2
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.
There are four identified sets of skills for implementing marketing
programs:
Diagnostic skills
- There are times when marketing programs do not fulfill
expectations. For instance, marketers should know whether the
low sales rate was the result of poor strategy or poor
implementation. If the cause is due to implementation, the
marketer has to dig deeper into what went wrong.
Identification of company level
- Implementation problems can occur at three levels. These
levels are the marketing function, the marketing program, and
the marketing policy level.
Implementation skills
- In order to implement programs successfully, marketers
require other skills that are apportioning skills for budgeting
resources, organizing skills to grow an effective organization,
and interaction skills to encourage others to get things
completed.
Evaluation Skills
- Marketers also need monitoring skills to appraise the
results of marketing actions.
Directions: Answer the given question in two (2) to three (3) sentences.

Aside from the given skills, what do you think is/are the other factors to implement the
marketing action successfully? Explain your answer.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
________________________________________
Monitoring and evaluation are activities intended for
the assessment of marketing activities to recognize the
efficiency of the marketing plan.
Four Types of Marketing
Control:

1
Annual Plan Control - Its purpose is to make certain that the
company gets the sales, profits, and other goals created in its
annual plan. The heart of annual-plan control is four-step
Management by Objectives (MBO) process in which
management:
1.sets monthly or quarterly goals;
2.monitors the company’s marketplace performance;
3.determines the causes of serious performance deviations; and
4.takes corrective action to close the gaps between goals and
performance.
Profitability Control - Generally,
marketing-profitability analysis specifies
the relative profitability of different
channels, products, territories, or other
marketing entities.
Efficiency Control presumes a profitability analysis
discloses meager profits for some products, territories,
or markets. This is when management must inquire
whether or not there are more efficient ways to manage
the sales force, advertising, sales promotion, and
distribution in connection with these marketing entities.
Some companies have established a market controller
position to work on such issues and improve marketing
efficiency.
Strategic Control - From time to time, companies
need to undertake a critical review of overall
marketing goals and effectiveness. Each company
should periodically reassess its strategic approach
to marketing with the following reviews:
•The Marketing-Effectiveness Review
•The Market Audit
•The Marketing Excellence Review
•The Ethical and Social Responsibility Review

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