Principles and Practice of MarketingDavid Jobber

Chapter 18Managing Marketing Implementation

Organization and Control

2D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

The ladder of support

Commitment

Acceptance

Compliance

Resistance

Opposition

3D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Barriers to implementing the marketing concept

High costsolutions

Unquantifiable benefits

Personal ambitions

Rewardsystems

Saying versusdoing

M a r k e t i n

g

4D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Managing implementationObjectives

‘would like’ objectives ‘must have’ objectives

Strategy internal marketing

Execution persuasion negotiation politics tactics

Evaluation who wins? what can be learned?

5D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Internal marketing

Internal market segmentation

Internal customers

Target group 1(e.g. supporters)

Internal marketing mix 1 product price communications distribution

Target group 2(e.g. neutrals)

Internal marketing mix 2 product price communications distribution

Target group 3(e.g. opposers)

Internal marketing mix 3 product price communications distribution

6D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Tactics for implementing marketing plans

Persuasion TimeMarketing

implementation

Persuasion

Negotiation

7D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Managing director

Marketing manager

Salesmanager

Regional sales managers

New product development

manager

Advertising and promotion

manager

Marketing research manager

Functional marketing organizationsType 1

Salesadministrator

8D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Salesadministrator

Managing director

Marketing director

Salesdirector

Regional sales managers

New product development

manager

Advertising and promotion

manager

Marketing research manager

Functional marketing organizationsType 2

9D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Product-based organization

Product manager 1

Marketing director

Marketing manager

Salesmanager

Product manager 2

New product development

manager

Marketing research manager

Brand manager 1

Brand manager 2

Brand manager 3

Brand manager 4

Brand manager 5

Brand manager 6

Advertising and promotion

manager

10D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Sales manager

manufacturing

Marketing director

Marketing manager

Salesmanager

Sales manager financial services

Marketing manager

manufacturing

Market manager financial services

Advertising and

promotions manager

Salesmanager education

Marketing manager education

Marketing research manager

Market-centred organizations

11D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Matrix organization

Marketing manager manufacturing

Marketing manager education

Marketing manager financial services

Product manager personal

computers

Product manager mainframe computers

Product manager printers

12D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Praise reward

promote advise

train punish

The marketing control system

Decide marketing objectives

Set performance standards

Locateresponsibility

Evaluate performance against standards

Take corrective/supportive action

Alter standards

Alter objectives