MARKETING IMPLEMENTATION

1
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 plans stated
  objectives (Kotler 1997)
• STRATEGY
• What? and Why? Of marketing activities
• IMPLEMENTATION
• Who? Where? When? And How?

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EFFECTIVE IMPLEMENTATIONFOUR SKILLS

• YOU NEED SKILLS IN
• Recognizing and diagnosing a problem
• Assessing the company level where the problem
  exists
• Implementing plans
• Evaluating and implementing results

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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

4
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)

5
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

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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)