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 plan’s stated objectives (Kotler 1997) STRATEGY: –What? and Why? Of marketing activities IMPLEMENTATION: –Who? Where? When? And How?

EFFECTIVE IMPLEMENTATION: FOUR SKILLS YOU NEED SKILLS IN: –Recognizing and diagnosing a problem –Assessing the company level where the problem exists –Implementing plans –Evaluating and implementing results

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

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)

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

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)