Chapter 5 : Marketing Strategy Implementation and Control

Prepared & Taught by: Mr. SAING Sokhsophal, MBA Marketing Lecturer Human Resources University
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Chapter Content
I. The Marketing Plan II. Implementing the Plan III. Strategic Evaluation and Control

I. The Marketing Plan

The marketing plan guides implementation and control, indicating marketing objectives and the strategy and tactics for accomplishing the objectives. We will briefly consider several planning issues and offer examples of marketing planning activities.

I. The Marketing Plan

1.1. How the Marketing Plan Guides Implementation
The planning cycle is continuous. Plan are developed, implemented, evaluated, and revised to keep the marketing strategy on target. Since a strategy typically extends beyond one year, the annual plan is used to guide short-term marketing activities. The planning process is a series of annual plans guided by the marketing strategy. An annual planning period is necessary since several of the activities shown require action within 12 months or less and budgets require annual planning.
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I. The Marketing Plan

1.2. Contents of the Marketing Plan
Format and content depend on the size of the org., managerial responsibility for planning, product and market scope, and other situational factors. The major parts of the planning outline include: - The Situation Summary - Describing the Market Target - Objectives for the Market Targets - Marketing Program Positioning Strategy - Forecasting and Budgeting
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II. Implementing the Plan

We will now consider the decisions that are necessary in developing a channel of distribution strategy. They include (1) determining the type of channel arrangement, (2) deciding the intensity of distribution, and (3) selecting the channel configuration. Management may seek to achieve one or more objectives using the channel of distribution strategy. While the primary objective is to gain access to end-user buyers, related objectives may also be important. These include providing promotional and personal selling support, offering customer service, obtaining market info, and gaining favorable revenue/cost performance.
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III. Strategic Evaluation and Control

The pricing strategy depends on how management decides to position the product relative to competing products, and whether price performs an active or passive role in the marketing program. The use of price as an active or passive factor refers to how much price is discussed in advertising, personal selling, and promotional efforts. Many firms choose neutral pricing strategies (at or near the price of key competitors), emphasizing nonpricing factors in their marketing strategies. Well examine each of the following strategies.
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