marketing PS 11 Q2 0604(1).pptx909009999

Marketing
Implementation and
Control
Lesson 6.4
1
Principles of Marketing
Accountancy, Business, and Management

Do you want to edit this presentation?
2
Make a copy and edit in
Google Slides.
1. On the menu bar, click File and then
Make a copy and Entire
Presentation.
2. Type a name for the file.
3. Choose where to save it on your
Google Drive.
4. Click Ok.
5. A new tab will open. Wait for the file
to be completely loaded on a new
tab.
6. Once the file has loaded, edit this
presentation using Google Slides.
Download an offline copy
and edit in Microsoft
PowerPoint.
1. On the menu bar, click File and then
Download as.
2. Choose a file type. Select Microsoft
PowerPoint (.pptx).
3. Wait for the file to be downloaded to
your local disk.
4. Once completely downloaded, open
the file and edit it using Microsoft
PowerPoint or any offline presentation
program.

Companies must continually
monitor, assess, and change
their strategic plans to
address new challenges.
3

Marketers must check the
performance of the marketing
implementation. and if it
aligns with the set goals and
objectives.
4

5
Leaders must ensure
that the activities are
consistently aligned
with the set goals and
objectives

Quick Look
6
XYZ Retail Store is a successful brand in a small local community, selling
ready-to-wear clothes imported from other countries. With a plan to
expand their business to other communities, XYZ Retail Store launched a
marketing campaign considering the perception of their target market.
Successful Expansion

Quick Look
7
After the marketing-campaign implementation, XYZ Retail Store
successfully expanded its market. In a local-newspaper interview, they
noted that an exemplary marketing implementation is rooted in their
management method.
Successful Expansion

Quick Look
1. What do you think is the concept of marketing implementation as
presented in the case of XYZ Retail Store?
2. What do you think is the contribution of management to the success of
the marketing implementation?
3. How would you identify if the marketing campaign is effective or not?
8
Questions to Ponder

Learning Competency
Explain the significance of the marketing mix to motivate the
potential market to buy the product or service (the marketing
plan) (ABM_PM11-IIf-23).
9

Learning Objectives
10
In this lesson, you should be able to do the following:
● Explain the concept of marketing implementation and control.
● Apply marketing management.
● Explain the significance of the marketing mix in the effective
implementation of the marketing plan.

11
What is the process of marketing
implementation?

● the process of executing
strategies and plans to achieve
marketing objectives
● outlines the daily, weekly, and
monthly activities necessary to
make the marketing plan work
Marketing
Implementation
12

Elements of Marketing Implementation
13

division of responsibilities
should be observed during
implementation
Implementation and
Structure
14

Centralized Structure
● cost-efficient and
effective
● the top of the hierarchy
manages all the
marketing activities
Decentralized
Structure
● focused more on the
target market
● the frontline managers
are given more flexibility
15

Closer Look
The ABC Company was asked by one of its clients to explain how
they approve their specific marketing programs. The
representative of the firm said that the Chief Marketing Officer
reviews and approves all programs. All marketing activities are
standardized. This structure is an example of a centralized
structure.
The Use of Centralized Structure
16

organizational systems and
processes must be in place to
monitor and assess day-to-
day marketing operations
and activities
Implementation
Systems
17

18
Strategic
planning
Quality control Capital
budgeting
Performance
measure
Implementation
Systems and Processes
Procurement
Information
systems

Information Systems
to collect, process, store,
and communicate relevant
and timely information
about the status of
marketing operations and
their results
19
Strategic Planning
a process of defining the
vision and direction of the
company

Capital Budgeting
estimating whether the cash
flows are enough to sustain
the implementation of
marketing programs
20
Procurement
procuring the funds,
materials, and other
resources necessary to fulfill
orders, manufacture the
products or provide services,
and implement the marketing
strategies

Quality Control
ensuring that the product
meets the quality that the
organization intends to
provide
21
Performance Measure
the regular measurement
and assessment of results
and outcomes by comparing
them to specific criteria

must ensure enough
resources are available to
implement the entire
marketing plan
Implementation
Resources
22

Tangible Resources
● funds, equipment,
facilities, and workforce
Intangible Resources
● marketing experience,
expertise, brand
prominence, and good
relationships with
customers and
collaborator
23

The relationship between leaders and their people is a crucial
element in implementing a marketing plan.
24

Check Your Progress
How influential are leaders and human resources in the
implementation of marketing strategies?
25
1
Answer area

Marketing Control
measuring and evaluating the
outcomes of marketing
strategies and techniques
26

27
Market expense-
to-sales ratio
Market share
analysis
Attitude tracking of
customers
Sales analysis
Control Techniques
Marketing Control

Marketing Control
Sales Analysis
compares the actual sales
versus the projected sales
28
Market Share
Analysis
identifies how the firm
performs against its
competitors

Marketing Control
Marketing expense-
to-sales ratio
assesses the returns to
determine whether the
organization is spending too
much or too less on
marketing
29
Attitude tracking of
customers
interviews customers to
gather qualitative data on
their perceptions of products,
services, and behavior

Closer Look
MNO Skin Care targeted a projected sales of 55,000 units of
serum by the end of the fiscal year. Seeing that the fiscal year is
about to end, the marketers of MNO Skin Care would like to
measure marketing performance vis-a-vis this objective.
Currently, about 65,000 units have already been sold.
The Use of Sales Analysis
30

Closer Look
Thus, the sales analysis of MNO Skin Care is as follows.
The Use of Sales Analysis
31
Since there is a positive variance of 10,000, the marketing
department concluded that the marketing promotions had
exceeded the sales target.

Marketing Control
32
01
02
03
04
Set Goals
Measure
Performance
Take Corrective
Action
Evaluate
Performance
Control Process

Marketing Control (Types of Control)
Operating Control
● evaluates current
performance against the
plan
● takes corrective actions if
needed
33
Strategic Control
● observes whether
strategies match the
opportunities and
strengths

Check Your Progress
Cite an example of how a marketing mix component may
be affected by changes in the business environment.
34
2
Answer area

completes the task of creating,
communicating, and delivering
value to customers profitably
35
Significance of the Marketing Mix

Marketing implementation and
control helps assess whether the
marketing mix is effective in
reaching and convincing the
target market.
36

Marketing control involves the
continuous analysis of internal
and external environments
37

Changed environments can make
any of the marketing mix
decisions ineffective.
38

Performance standards:
measure how much the
marketing mix achieves the
minimum expected performance
level.
39

Check Your Progress
40
Why do firms need to measure and evaluate the
performance of marketing implementation?
3
Answer area

Case Study
In an interview with the Head of Brand Communications, PR, and
Digital Marketing of a famous Filipino fast-food chain, the
manager shared how the company measures the success of a
marketing campaign.
How a Successful Brand Gauges Effectiveness
41
Robert Sawatzky, “How Jollibee's Arline Adeva gauges effectiveness”, Campaign (February 16, 2021),
https://www.campaignasia.com/article/how-jollibees-arline-adeva-gauges-effectiveness/466716

Case Study
According to her, it is essential to consider the cost-effectiveness
of executing a marketing activity. In other words, the market
expense to sales ratio is examined.
42

Case Study
She also said that the company evaluates its marketing
effectiveness based on competition and previous records. For
instance, the company goes back to the objectives set from the
planning stage to review whether they would like to push for a
sales-driven strategy or boost the brand's value to its target
market.
43

Case Study
The company concluded that the marketing campaign they held
was a success. It doubled its sales and gained a positive
response from its target market.
44

Keep in Mind
45
● Marketing implementation and control is a process wherein plans and
strategies are put into action to achieve marketing objectives. The
challenge for business organizations is implementing the marketing
mix in ever-changing internal and external environments.

Keep in Mind
46
● The elements of marketing implementation include the
implementation structure, systems and processes, and resources. An
essential resource for the company is its leaders and people. The
ability of the entire organization to unite under a shared vision, work
seamlessly together, and communicate freely can significantly impact
the success or failure of the marketing plan.

Keep in Mind
48
● Companies use various marketing control techniques to evaluate
performance. These tools include sales analysis, market share analysis,
marketing expense-to-sales ratio, and attitude tracking of customers.
Marketing control also includes taking corrective measures to retool
the plan based on changing conditions.

Keep in Mind
50
● The design of the marketing mix and how well it fits the business
environment is a crucial element in the success of a business. The
decisions on product, price, promotion, and place (distribution)
complete the task of profitably creating, communicating, and
delivering value to customers.

Try This
Identify what is being described.
1. It is a type of control that evaluates the firm’s current
performance against what was planned and takes
corrective actions if needed.
51
Answer area

Try This
2. It is the type of control that covers the strategies of the
firm that match its opportunities and strengths.
52
Answer area

Try This
3. It is developed to classify the minimum performance level
relating to marketing activities.
53
Answer area

Try This
4. It identifies how the firm performs against its competitors.
54
Answer area

Try This
5. It compares the actual sales versus projected sales.
55
Answer area

Practice Your Skills
Read the scenario and answer the questions that follow.
MNO Fragrances aims to be the country's leading local brand
for affordable perfumes, targeting teenagers to young adults
but not limited to other segments. For the first six months of
its operations, the managers decided to launch a new
marketing plan to reach more audiences for the product and
expand its distribution channels (expanding to supermarkets
and convenience stores). These will be done by TV advertising
and partnerships with local retailers.
56

However, during the first month of marketing implementation,
the frequency and reach of the advertising were low. Still,
some new distribution channels were successful since many
people bought the product. However, the results in other
channels are not as good.
57

As a marketing manager, you must further motivate the target
market to purchase the product using the marketing mix and
strategies provided in the marketing plan and apply the
concept of marketing control.
58

Answer the following questions.
1. As the firm’s marketing manager, what management
structure do you think will be more appropriate for MNO
Fragrances and why?
59
Answer area

2. What is the most appropriate type of control to use in the
case of MNO Fragrances?
60
Answer area

Challenge Yourself
Differentiate centralized and decentralized structures with
regards to the division of responsibilities.
61
Answer area

Challenge Yourself
Create a sample scenario wherein a marketing manager can
use sales analysis as the primary control technique.
62
Answer area

Photo Credit
Slide 1: Social Media, by kreatikar is free to use under the Pixabay license via Pixabay.
Slide 3: Magnifying Glass Lens, by Clker-Free-Vector-Images is free to use under the Pixabay license via Pixabay.
Slide 4: Target Marketing Success, by Megan_Rexazin is free to use under the Pixabay license via Pixabay..
Slide 26: Feedback Survey Review, by mohamed_hassan is free to use under the Pixabay license via Pixabay.
Slide 36: Checklist Clipboard Questionnaire, by 472301 is free to use under the Pixabay license via Pixabay.
Slide 37: Statistics Graph Chart, by kreatikar is free to use under the Pixabay license via Pixabay.
63

Bibliography
Baker, Michael J. 1998. Macmillan Dictionary of Marketing and Advertising. Edited by Michael J. Baker. N.p.: Macmillan.
Baker, Michael J., ed. 2003. The Marketing Book. N.p.: Butterworth-Heinemann.
Burrow, James L. 2020. Marketing. N.p.: Cengage Learning.
Crawford, I. M. 1997. Agricultural and Food Marketing Management. N.p.: Food and Agriculture Organization of the
United Nations.
Kotler, Philip. 2005. Principles of Marketing. N.p.: Financial Times Prentice Hall.
“Marketing Implementation and Control.” n.d. Global Social Media Marketing. Accessed February 18, 2022.
https://www.globalsocialmediamarketing.com/marketing-implementation-and-control/?cn-reloaded=1.
64

marketing PS 11 Q2 0604(1).pptx909009999

More Related Content

Similar to marketing PS 11 Q2 0604(1).pptx909009999

More from arielnegro

Recently uploaded

marketing PS 11 Q2 0604(1).pptx909009999

Editor's Notes