Implementation and Control/ Chapter 22

Question 1

what is the circle for marketing theory and implementation?

Answer 1

• implement the marketing strategy
• which will determine the marketing implementation
• where the marketing implementation will affect the marketing strategy

Question 2

what are the objectives of marketing implementation and change?

Answer 2

• gaining the required resources (e.g. people and money)
• gaining the support of key decision-makers in the company
• gaining the cooperation of other departments
• gaining the commitment of individuals and departments in the company

Question 3

what is the ladder of support?

Answer 3

(arrows going up the way)

• commitment
• acceptance
• compliance
• resistance
• opposition

Question 4

what are the barriers to implementing the marketing concept?

Answer 4

• high cost solutions
• unquantifiable benefits
• personal ambitions
• reward system
• saying vs. doing

Question 5

what are some examples of forms of resistance to marketing implementation and change?

Answer 5

• Arguments that the proposals are too ambitious

- Criticism of specific details of the plan

Question 6

what is managing implementation?

Answer 6

objectives -> strategy -> execution (persuasion, negotiation, politics, tactics) -> evaluation

Question 7

what are the tactics for implementing marketing plans?

Answer 7

• persuasion
• time
• negotiation
• politics

Question 8

what are the key marketing metrics?

Answer 8

• profit
• sales values/volumes
• awareness
• market share/value/volume
• number of new products
• relative price
• customer satisfaction/disatisafcation
• distribution/availability