09Marketing Plan Implementation and Control.pdf

Principles of Marketing
99--11
Session 9
MarketingMarketing PlanPlan
ImplementationImplementation andand ControlControl
Text: Chapter 2,Appendix 2, Chapter 6
国际商学院市场营销学系
Outline
99--22
. ManagingManaging MarketingMarketing EffortsEfforts
. anizing thethe MarketingMarketing
DepartmentDepartment
. FourFour skillsskills neededneeded forfor
effectiveeffective implementationimplementation
. TypesTypes ofof ControlControl
. MarketingMarketing ControlControl ProcessProcess
. MarketingMarketing AuditsAudits
国际商学院市场营销学系
99--33
. ManagingManagingManaging MarketingMarketingMarketing EffortsEffortsEfforts
国际商学院市场营销学系
I. Managing Marketing Efforts
99--44
AnalysisAnalysis
Planning Control
Planning ImplementationImplementation
Measure Results
Develop
Develop CarryCarry OutOut
StrategicStrategic PlansPlans
PlansPlans Evaluate Results
Develop
Develop Take Corrective
MarketingMarketing PlansPlans Action
国际商学院市场营销学系
Marketing Implementation
99--55
MarketingMarketing StrategyStrategy
Decision
and
Human
Structure Reward
Resources
Action Climate and
Programs Culture
Implementation
MarketingMarketing PerformancePerformance
国际商学院市场营销学系
99--66
. anizing thethethe MarketingMarketingMarketing
DepartmentDepartmentDepartment
国际商学院市场营销学系
II. Organizing
the Marketing Department
99--77
Four anizing Patterns
¾ Product Management
¾ Functional
¾ Market Management
¾ Geographic
国际商学院市场营销学系
99--88
. FourFour SkillsSkills NeededNeeded forfor
EffectiveEffective ImplementationImplementation
国际商学院市场营销学系
III. Four skills needed for
effective implementation
99--99
¾ Diagnostic skills
¾ Identification pany level
¾ Implementation skills
¾ Evaluation skills
国际商学院市场营销学系
99--1010
. TypesTypesTypes ofofof ControlControlControl
国际商学院市场营销学系