Chapter 10: implementation of marketing strategies

Question 1

Internal marketing

Answer 1

securing an understanding and appreciation of the marketing function and translating this into actions and behaviour.

Question 2

Marketing orientation

Answer 2

the extent to which an organisation is marketing-led and inclined to engage in marketing activity, implementation, and investment.

Question 3

Marketing strategy implementation

Answer 3

executing the marketing strategy intentions and activities of a business - the ‘doing’ element of marketing.

Question 4

Marketing structure

Answer 4

the nature of the resources and format of the marketing function.

Question 5

Marketing system

Answer 5

the model of operation for the marketing function, and the process it adopts to do so.