Implementation and Control/ Chapter 22 Flashcards
1
Q
what is the circle for marketing theory and implementation?
A
- implement the marketing strategy
- which will determine the marketing implementation
- where the marketing implementation will affect the marketing strategy
2
Q
what are the objectives of marketing implementation and change?
A
- 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
3
Q
what is the ladder of support?
A
(arrows going up the way)
- commitment
- acceptance
- compliance
- resistance
- opposition
4
Q
what are the barriers to implementing the marketing concept?
A
- high cost solutions
- unquantifiable benefits
- personal ambitions
- reward system
- saying vs. doing
5
Q
what are some examples of forms of resistance to marketing implementation and change?
A
- Arguments that the proposals are too ambitious
- Criticism of specific details of the plan
6
Q
what is managing implementation?
A
objectives -> strategy -> execution (persuasion, negotiation, politics, tactics) -> evaluation
7
Q
what are the tactics for implementing marketing plans?
A
- persuasion
- time
- negotiation
- politics
8
Q
what are the key marketing metrics?
A
- profit
- sales values/volumes
- awareness
- market share/value/volume
- number of new products
- relative price
- customer satisfaction/disatisafcation
- distribution/availability
