1. Principles and Practice of Marketing fourth edition
DAVID JOBBER
Chapter 20 Managing Marketing
Implementation, Organisation and Control 1 1

2. The cycle of motivation
Marketing
Strategy
Affects
Determines
Marketing
Implementation

3. Marketing strategy, implementation and performance
Appropriate
Inappropriate
Good
Success
Roulette
Bad
Trouble
Failure
Source; Bonoma,T.V. (1985) The Marketing Edge: Making Strategies Work

4. The transition curve Reaction to change Time Internationalisation
Denial and
disbelief
Self-doubt
and emotion
Adaptation
and testing
Construction
and searching
for meaning
Numbness
Acceptance
and letting go
Time
Source: Wilson, G. (1993) Making Change Happen

5. The ladder of support Commitment Acceptance Compliance Resistance
Opposition

6. Barriers to implementing the marketing concept
High cost solutions
Unquantifiable benefits
Personal ambitions
M a r k e t i n g
Reward systems
Saying versus doing

7. Managing implementation
Objectives
‘would like’ objectives
‘must have’ objectives
Strategy
internal marketing
Execution
persuasion
negotiation
politics
tactics
Evaluation
who wins?
what can be learned?

8. Internal marketing Internal customers Internal market segmentation
Target group 1
(e.g. supporters)
Target group 2
(e.g. neutrals)
Target group 3
(e.g. opposers)
Internal marketing mix 1
Internal marketing mix 2
Internal marketing mix 3
product
price
communications
distribution
product
price
communications
distribution
product
price
communications
distribution

9. Tactics for implementing marketing plans
Marketing implementation
Persuasion
Negotiation
Persuasion
Time

10. Functional marketing organisations
Type 1
Managing director
Sales manager
Marketing manager
Sales administrator
Regional sales managers
New product development manager
Advertising and promotion manager
Marketing research manager

11. Functional marketing organisations
Type 2
Managing director
Sales director
Marketing director
Sales administrator
Regional sales managers
New product development manager
Advertising
and promotion manager
Marketing research manager

12. Product-based organisation
Marketing director
Sales manager
Marketing manager
Product manager 1
Product manager 2
New product development manager
Marketing research manager
Advertising and promotion manager
Brand manager 1
Brand manager 2
Brand manager 3
Brand manager 4
Brand manager 5
Brand manager 6

13. Market-centered organisations
Marketing director
Sales manager
Marketing manager
Sales manager financial services
Marketing manager manufacturing
Market manager financial services
Advertising and promotions manager
Sales manager manufacturing
Sales manager education
Marketing manager education
Marketing research manager

14. Matrix organisation Product manager personal computers
Product manager mainframe computers
Product manager printers
Marketing manager manufacturing
Marketing manager education
Marketing manager financial services

15. The marketing control system
Decide marketing objectives
Alter objectives
Set performance standards
Alter standards
Locate responsibility
Praise reward promote advise train punish
Evaluate performance against standards
Take corrective/ supportive action