Approaches to Marketing

Implementation
Name

Roll
No.

Anchal Bhaglal

03

Vineet Sansare

05

Sajid Gadne

74

Sonia Sharma

76

Shashikant
Bomma

33

Jofy Baby

55

Imran Khan

45

Gurpreet Singh

53

Nilay Panchal

81

What is Marketing
Implementation?

Marketing implementation is the

process of executing the marketing
strategy by creating specific actions
that will ensure that the marketing
objectives are achieved.

Approaches to Marketing
Implementation

Command approach
Change approach
Consensus approach
Cultural approach

Approaches to Marketing
Implementation
With the command approach, marketing strategies are
evaluated and selected at the top of the organization and
forced downward to lower levels where frontline managers
and employees are expected to implement them.
The change approach is similar to the command approach
except that it focuses explicitly on implementation.
In the consensus approach, top managers and lower-level
managers work together to evaluate and develop marketing
strategies.
The cultural approach carries the participative style of the
consensus approach to the lower levels of the organization.

The Command Approach

The command approach has two advantages:

It makes decision making easier.
It reduces uncertainty as to what is to be done.

The command approach has several disadvantages:

It does not consider the feasibility of implementing the
marketing strategy.
It divides the organization into strategists and implementers,
with no consideration for how strategy and implementation
affect each other.
The command approach often creates employee motivation
problems.

The Change Approach

The basic premise here is to modify the organization in

ways that will ensure the successful implementation of
the chosen marketing strategy.
A manager taking this approach is more of an architect
and politician, skillfully crafting the organization to fit
the requirements of the chosen marketing strategy.
The change approach still suffers from the issue of
separation of planning and implementation.
This approach often take a great deal of time to design
and implement.

The Consensus Approach

The underlying premise is that managers from different areas and levels
of the organization come together as a team to "brainstorm" and develop
the marketing strategy.
Through this collective decision-making process, a marketing strategy is
agreed upon and a consensus reached as to the overall direction of the
organization.
This approach moves some of the decision-making authority closer to the
front lines.
The consensus approach often retains the barrier between strategists
and implementers.
Managers at all levels within the organization must communicate openly
about strategy on a daily basis, not just during formal strategy
development sessions.
This works best in complex, uncertain, and highly unstable
environments.

Flowchart

The Cultural Approach

The basic premise is that marketing strategy is a part of the overall

organizational vision.
The goal of top managers using this approach is to shape the
organization's culture in such a way that all employeestop
managers to janitors participate in making decisions that help the
organization reach its objectives.
As a result, the cultural approach breaks down the barrier between
strategists and implementers so that all employees work toward a
single purpose.
Employees are allowed to design their own work procedures, as long
as they are consistent with the organizational mission, goals, and
objectives. This extreme form of decentralization is often called
empowerment (i.e., allowing them to make decisions on how to
perform their jobs).

Marketing Control Organizing Marketing

Activities
The Role of Marketing in an Organizations Structure

Adopting the Marketing Concept

Customers Needs Are Pivotal
Concentrating on Discovering Buyers
Wants and Fulfilling Them So as to Achieve
Organizational Goals
Closer Coordination with Other Functional
Areas

Organizing Marketing Activities

Alternatives for Organizing the Marketing Unit

Centralized

Authority at This Level

Organizing Marketing Activities

Alternatives for Organizing the Marketing Unit

Centralized

Authority at This Level

Decentralized

Organizing Marketing Activities

Organizing
Organizing
Organizing
Organizing

by
by
by
by

Functions
Products
Regions
Types of Customers

Q&A...