Approaches to Marketing
Implementation
Name
Roll
No.
Anchal Bhaglal
03
Vineet Sansare
05
Sajid Gadne
74
Sonia Sharma
76
Shashikant
Bomma
33
Jofy Baby
55
Imran Khan
45
Gurpreet Singh
53
Nilay Panchal
81
What is Marketing
Implementation?
Marketing implementation is the
process of executing the marketing
strategy by creating specific actions
that will ensure that the marketing
objectives are achieved.
Approaches to Marketing
Implementation
Command approach
Change approach
Consensus approach
Cultural approach
Approaches to Marketing
Implementation
With the command approach, marketing strategies are
evaluated and selected at the top of the organization and
forced downward to lower levels where frontline managers
and employees are expected to implement them.
The change approach is similar to the command approach
except that it focuses explicitly on implementation.
In the consensus approach, top managers and lower-level
managers work together to evaluate and develop marketing
strategies.
The cultural approach carries the participative style of the
consensus approach to the lower levels of the organization.
The Command Approach
The command approach has two advantages:
It makes decision making easier.
It reduces uncertainty as to what is to be done.
The command approach has several disadvantages:
It does not consider the feasibility of implementing the
marketing strategy.
It divides the organization into strategists and implementers,
with no consideration for how strategy and implementation
affect each other.
The command approach often creates employee motivation
problems.
The Change Approach
The basic premise here is to modify the organization in
ways that will ensure the successful implementation of
the chosen marketing strategy.
A manager taking this approach is more of an architect
and politician, skillfully crafting the organization to fit
the requirements of the chosen marketing strategy.
The change approach still suffers from the issue of
separation of planning and implementation.
This approach often take a great deal of time to design
and implement.
The Consensus Approach
The underlying premise is that managers from different areas and levels
of the organization come together as a team to "brainstorm" and develop
the marketing strategy.
Through this collective decision-making process, a marketing strategy is
agreed upon and a consensus reached as to the overall direction of the
organization.
This approach moves some of the decision-making authority closer to the
front lines.
The consensus approach often retains the barrier between strategists
and implementers.
Managers at all levels within the organization must communicate openly
about strategy on a daily basis, not just during formal strategy
development sessions.
This works best in complex, uncertain, and highly unstable
environments.
Flowchart
The Cultural Approach
The basic premise is that marketing strategy is a part of the overall
organizational vision.
The goal of top managers using this approach is to shape the
organization's culture in such a way that all employeestop
managers to janitors participate in making decisions that help the
organization reach its objectives.
As a result, the cultural approach breaks down the barrier between
strategists and implementers so that all employees work toward a
single purpose.
Employees are allowed to design their own work procedures, as long
as they are consistent with the organizational mission, goals, and
objectives. This extreme form of decentralization is often called
empowerment (i.e., allowing them to make decisions on how to
perform their jobs).
Marketing Control Organizing Marketing
Activities
The Role of Marketing in an Organizations Structure
Adopting the Marketing Concept
Customers Needs Are Pivotal
Concentrating on Discovering Buyers
Wants and Fulfilling Them So as to Achieve
Organizational Goals
Closer Coordination with Other Functional
Areas
Organizing Marketing Activities
Alternatives for Organizing the Marketing Unit
Centralized
Authority at This Level
Organizing Marketing Activities
Alternatives for Organizing the Marketing Unit
Centralized
Authority at This Level
Decentralized
Organizing Marketing Activities
Organizing
Organizing
Organizing
Organizing
by
by
by
by
Functions
Products
Regions
Types of Customers
Q&A...
