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D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill Principles and Practice of Marketing fourth edition DAVID JOBBER Chapter 20 Managing.

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Presentation on theme: "D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill Principles and Practice of Marketing fourth edition DAVID JOBBER Chapter 20 Managing."— Presentation transcript:

1 D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill Principles and Practice of Marketing fourth edition DAVID JOBBER Chapter 20 Managing Marketing Implementation, Organisation and Control

2 D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill The cycle of motivation Marketing Strategy DeterminesAffects Marketing Implementation

3 D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill Marketing strategy, implementation and performance Success Roulette TroubleFailure Appropriate Good Inappropriate Bad Source; Bonoma,T.V. (1985) The Marketing Edge: Making Strategies Work

4 D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill The transition curve Numbness Denial and disbelief Acceptance and letting go Construction and searching for meaning Internationalisation Adaptation and testing Self-doubt and emotion Reaction to change Time Source: Wilson, G. (1993) Making Change Happen

5 D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill The ladder of support CommitmentAcceptanceComplianceResistanceOpposition

6 D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill Barriers to implementing the marketing concept High cost solutions Unquantifiable benefits Personal ambitions Reward systems Saying versus doing M a r k e t i n g

7 D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill 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 D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill Internal marketing Internal market segmentationInternal 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

9 D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill Tactics for implementing marketing plans Persuasion Time Marketing implementation Persuasion Negotiation

10 D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill Managing director Marketing manager Sales manager Regional sales managers New product development manager Advertising and promotion manager Marketing research manager Functional marketing organisations Type 1 Sales administrator

11 D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill Sales administrator Managing director Marketing director Sales director Regional sales managers New product development manager Advertising and promotion manager Marketing research manager Functional marketing organisations Type 2

12 D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill Product-based organisation Product manager 1 Marketing director Marketing manager Sales manager 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

13 D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill Sales manager manufacturing Marketing director Marketing manager Sales manager Sales manager financial services Marketing manager manufacturing Market manager financial services Advertising and promotions manager Sales manager education Marketing manager education Marketing research manager Market-centered organisations

14 D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill Matrix organisation Marketing manager manufacturing Marketing manager education Marketing manager financial services Product manager personal computers Product manager mainframe computers Product manager printers

15 D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill Praise reward promote advise train punish The marketing control system Decide marketing objectives Set performance standards Locate responsibility Evaluate performance against standards Take corrective/ supportive action Alter standards Alter objectives


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