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Marketing Plan Implementation Chapter V
From Marketing Plan to Market <ul><li>Understand how  your company  manages its marketing efforts </li></ul><ul><li>Determ...
Marketing Action Plan <ul><li>Transform  scopes  and  strategies  in  concrete actions </li></ul><ul><li>Schedule  adverti...
Nowadays Marketing Environment Changes affecting marketing: Globalization  Deregulation  Technological advances  Market fr...
Marketing Department Organization Function Advantage:   simplifies administration  Disadvantage:   loses effectiveness if ...
Skills for Successful Marketing Plan Implementation Diagnosis Identification of a problem source Implementation Evaluation...
Latest Trends in Marketing <ul><li>Transition from: </li></ul><ul><li>…  “ produce and sale”  marketing to “ grasp and rea...
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Mmi marketing 5

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Mmi marketing 5

  1. 1. Marketing Plan Implementation Chapter V
  2. 2. From Marketing Plan to Market <ul><li>Understand how your company manages its marketing efforts </li></ul><ul><li>Determine how you might best work with supervisors, peers, and direct reports in order implement marketing plan </li></ul>
  3. 3. Marketing Action Plan <ul><li>Transform scopes and strategies in concrete actions </li></ul><ul><li>Schedule advertising campaigns, sales promotions, trade show exhibits, new product/services launches, etc </li></ul><ul><li>Appoint people to monitor and control the process </li></ul><ul><li>Communicate to action plan to all persons involved in the process </li></ul>
  4. 4. Nowadays Marketing Environment Changes affecting marketing: Globalization Deregulation Technological advances Market fragmentation INTEGRATION The right response to market changes Structuring Marketing Department Controlling Marketing Process
  5. 5. Marketing Department Organization Function Advantage: simplifies administration Disadvantage: loses effectiveness if products and markets proliferate Geography The marketing department is divided into several units by region, markets and often by ethnic and demographic segments Product or brand Customer Markets Customer Markets Advantages: develops marketing mix for each product, respond quickly to changes, monitor smaller brands Disadvantages: possible conflicts Global operating units report directly to top management, not to an international division head A marketing manager supervises specialists (individuals, businesses) in a particular market segment
  6. 6. Skills for Successful Marketing Plan Implementation Diagnosis Identification of a problem source Implementation Evaluation Anticipating what might go wrong and preparing for it Looking for the source of a problem in the marketing function, the plan itself, the company's policies or culture, or in other areas Budgeting resources wisely, organizing work effectively, motivating others Assessing the results of marketing programs
  7. 7. Latest Trends in Marketing <ul><li>Transition from: </li></ul><ul><li>… “ produce and sale” marketing to “ grasp and react” marketing </li></ul><ul><li>… mass marketing to customized marketing </li></ul><ul><li>… operating on one market to cyberspace </li></ul><ul><li>… attracting consumers goal to existing customers satisfaction goal </li></ul><ul><li>… intermediary market to direct marketing </li></ul><ul><li>… advertising oriented marketing to PR </li></ul><ul><li>… single channel to several marketing channels </li></ul><ul><li>… product oriented marketing to customer oriented marketing </li></ul><ul><li>Marketing activities extension from one specialized department to entire company </li></ul>

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