p. 56 Marketing Implementation PPT 2-41 Marketing implementation is the process that turns p. 56 marketing plans into marketing actions in order to Key Term: accomplish strategic marketing objectives. Marketing Implementation Implementation involves day-to-day, month-to-month activities that effectively put the marketing plan to work. Implementation addresses the and who, where, when, how. In an increasingly connected world, people at all levels of the marketing system must work together to implement marketing strategies and plans. Successful marketing implementation depends on how well the company blends its people, organizational structure, decision and reward systems, and company culture into a cohesive action program that supports its strategies. p. 58 Marketing Department Organization The company must design a marketing organization that can p. carry out marketing strategies and plans. Photo: Marketing Planning and PPT 2-42 The most common form of marketing organization is the Control Under this organization functional functional organization. specialists head the various marketing activities. A company that sells across the country or internationally often uses a geographic organization. Companies with many very different products or brands often create a A product management organization. product manager develops and implements a complete strategy and marketing program for a specific product or brand. For companies that sell one product line to many different types of markets and customers that have different needs and preferences, a or market customer management might be best. organization A market management organization is similar to the product management organization.
p. 56 PPT 2-41 p. 58 PPT 2-42 Marketing Implementation Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives. Implementation involves day-to-day, month-to-month activities that effectively put the marketing plan to work. Implementation addresses the who, where, when, and how. In an increasingly connected world, people at all levels of the marketing system must work together to implement marketing strategies and plans. Successful marketing implementation depends on how well the company blends its people, organizational structure, decision and reward systems, and company culture into a cohesive action program that supports its strategies. Marketing Department Organization The company must design a marketing organization that can carry out marketing strategies and plans. The most common form of marketing organization is the functional organization. Under this organization functional specialists head the various marketing activities. A company that sells across the country or internationally often uses a geographic organization. Companies with many very different products or brands often create a product management organization. A product manager develops and implements a complete strategy and marketing program for a specific product or brand. For companies that sell one product line to many different types of markets and customers that have different needs and preferences, a market or customer management organization might be best. A market management organization is similar to the product management organization. p. 56 Key Term: Marketing Implementation p. Photo: Marketing Planning and Control
Principles-of-Marketing-16th-Edition-Kotler-Solutions-Manual.docx