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D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill
Principles and Practice of Marketingfourth edition
DAVID JOBBER
Chapter 20Managing Marketing
Implementation, Organisation and Control
D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill
The cycle of motivation
Marketing Strategy
DeterminesAffects
MarketingImplementation
D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill
Marketing strategy, implementation and performance
Success Roulette
Trouble Failure
Appropriate
Good
Inappropriate
Bad
Source; Bonoma,T.V. (1985) The Marketing Edge: Making Strategies Work
D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill
The transition curve
Numbness
Denial anddisbelief
Acceptanceand letting go
Constructionand searchingfor meaning
Internationalisation
Adaptationand testing
Self-doubtand emotion
Reactionto
change
TimeSource: Wilson, G. (1993) Making Change Happen
D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill
The ladder of support
Commitment
Acceptance
Compliance
Resistance
Opposition
D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill
Barriers to implementing the marketing concept
High costsolutions
Unquantifiable benefits
Personal ambitions
Rewardsystems
Saying versusdoing
M a r k e t i n
g
D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill
Managing implementationObjectives
‘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, © 2004 McGraw-Hill
Internal marketing
Internal market segmentation
Internal 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
D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill
Tactics for implementing marketing plans
Persuasion TimeMarketing
implementation
Persuasion
Negotiation
D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill
Managing director
Marketing manager
Salesmanager
Regional sales
managers
New product development
manager
Advertising and promotion
manager
Marketing research manager
Functional marketing organisationsType 1
Salesadministrator
D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill
Salesadministrator
Managing director
Marketing director
Salesdirector
Regional sales
managers
New product development
manager
Advertising and promotion
manager
Marketing research manager
Functional marketing organisationsType 2
D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill
Product-based organisation
Product manager 1
Marketing director
Marketing manager
Salesmanager
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
D Jobber, Principles and Practice of Marketing, © 2004 McGraw-Hill
Sales manager manufacturing
Marketing director
Marketing manager
Salesmanager
Sales manager financial services
Marketing manager
manufacturing
Market manager financial services
Advertising and
promotions manager
Salesmanager
education
Marketing manager
education
Marketing research manager
Market-centered organisations
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
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
Locateresponsibility
Evaluate performance against standards
Take corrective/supportive action
Alter standards
Alter objectives
