Chat with AIExam 9: Marketing Implementation and Control
Because they are cost effective and beneficial to ensuring consistency and standardization within the marketing program, centralized marketing structures are best suited for which of the following strategies?
(27) 
VerifiedB
Identify and discuss the four approaches to marketing implementation and explain the various advantages and disadvantages of each approach.
(39) Verified. Implementation by Command Marketing strategies are developed at the top of the organizational hierarchy and then passed to lower levels where frontline managers and employees are expected to implement them.
Advantages: Reduces uncertainty and makes decision making easier Good when a powerful leader heads the firm Good when the strategy is simple to implement Disadvantages: Does not consider the feasibility of implementing the strategy Divides the firm into strategists and implementers Can create employee motivation problems ?
. Implementation Through Change The firm is modified in ways that will ensure the successful implementation of the chosen marketing strategy.
Advantages: Specifically considers how the strategy will be implemented Considers how strategy and implementation affect each other Used successfully by a large number of firms Disadvantages: Clings to a "power-at-the-top" mentality Requires a skilled, persuasive leader Changes can take time to design and implement, leaving the firm vulnerable to changes in the marketing environment ?
. Implementation Through Consensus Different areas of the firm come together to "brainstorm" and develop the marketing strategy. Through collective agreement, a consensus is reached as to the overall direction of the firm.
Advantages: Considers multiple opinions and viewpoints Increases firm-wide commitment to the strategy Moves some decision making closer to the front line of the firm Useful in complex, uncertain, and unstable environments Disadvantages: The full potential of the firm's human resources is not realized Retains barriers between strategists and implementers Requires ongoing communication ?
. Implementation as Organizational Culture Marketing strategy is a part of the overall mission and vision of the firm; therefore, the strategy is embedded in the firm's culture. Top executives manage the firm's culture to ensure that all employees are well versed in the firm's strategy.
Advantages: Eliminates the barrier between strategists and implementers Increases employee commitment to organizational goals Allows for the empowerment of employees Can make marketing implementation much easier to accomplish Disadvantages: Must spend more money on employee selection and training Creating the necessary culture can be painful and time-consuming Quickly shifting to this approach can cause many internal problems
The __________ marketing strategy is what the firm wants to happen-it is the firm's planned strategic choices that appear in the marketing plan itself.
(48) VerifiedB
Explain why marketing implementation is difficult for many firms. In your answer, discuss how these difficulties often stem from the relationship between strategic planning and marketing implementation.
(41) Out-of-stock items, malfunctioning websites, and unfriendly employees represent some common failures in marketing implementation.
(35) In terms of marketing structure, what type of structure coordinates and manages all marketing activities and decisions from the top of the marketing hierarchy?
(27) At WainPort Industries, the firm's senior managers approach marketing implementation with the belief that marketing strategy should be developed at the top of the organization and then transmitted to lower levels where frontline managers and employees implement it. What implementation approach is being used at WainPort?
(32) Frontline employees are the ones who usually implement the marketing strategy.
(35) Marketing implementation is critical to the success of any firm. Simply put, implementation refers to:
(34) Discuss the role of internal marketing in marketing implementation. In what ways can the internal marketing approach help managers improve the implementation process?
(37) Typically, the difference between the planned marketing strategy and the strategy that actually takes place is:
(37) Identifying specific marketing activities, determining the time required to complete each activity, and organizing marketing activities into the proper sequence are examples of the steps involved in creating a(n):
(40) Which of the following organizations is most likely to adopt a decentralized marketing structure in order to promote creativity and flexibility?
(36) The practice of internal marketing came from manufacturing industries.
(43) According to the internal marketing approach to marketing implementation, which of the following could be best characterized as the "internal product"?
(33) An employee evaluation and compensation system is which type of control?
(37) Based on the requirements for successful implementation, which of the following is the best candidate to become the "5th P" of marketing?
(38) Marketing implementation is most effective and efficient when every employee has the same commitment to organizational goals.
(37) Identify and explain the three different types of formal controls used by managers. In your discussion, explain how each type of control affects marketing implementation.
(41) 
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