Principles and Practice of Marketing David Jobber Chapter 18 Managing Marketing Implementation Organization and Control 1 1

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill The ladder of support Commitment Acceptance Compliance Resistance Opposition D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 2

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

Managing implementation Objectives ‘would like’ objectives ‘must have’ objectives Strategy internal marketing Execution persuasion negotiation politics tactics Evaluation who wins? what can be learned? D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 4

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

Tactics for implementing marketing plans Marketing implementation Persuasion Negotiation Persuasion Time D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 6

Functional marketing organizations Type 1 Managing director Sales manager Marketing manager Sales administrator Regional sales managers New product development manager Advertising and promotion manager Marketing research manager D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 7

Functional marketing organizations Type 2 Managing director Sales director Marketing director Sales administrator Regional sales managers New product development manager Advertising and promotion manager Marketing research manager D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 8

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

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

Matrix organization Product manager personal computers Product manager mainframe computers Product manager printers Marketing manager manufacturing Marketing manager education Marketing manager financial services D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 11

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