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05s_ImpCont - MARK 512 Implementation and Implementation...

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Department of Marketing Prof. Joseph Salvacruz Prof. Joseph Salvacruz MARK 512 MARK 512 Implementation and Implementation and Control Control
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MARK 512 Marketing Strategy and Policy JC Salvacruz 2 Chapters Chapters Organizing and Planning for Effective Implementation 12 12 Measuring and Delivering Marketing Performance 13 13
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MARK 512 Marketing Strategy and Policy JC Salvacruz 3 The Implementation Process The Implementation Process Requires a “plan” that outlines... 1. what activities are to be implemented 2. who will be responsible for them 3. the time and location of implementation 4. how it will be done
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MARK 512 Marketing Strategy and Policy JC Salvacruz 4 Gantt Chart Gantt Chart
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MARK 512 Marketing Strategy and Policy JC Salvacruz 5 Key Factors for Implementation Success Key Factors for Implementation Success External Environment SBU’s performance Marketing plans for individual product-market entries SBU’s org’l structure: interfunctional coordination process Corporate:SBU relationship R&D Mfg Finance MARKETING Corporate Strategy SBU’s Strategy
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MARK 512 Marketing Strategy and Policy JC Salvacruz 6 Where the Performance Goes Where the Performance Goes Turning Great Strategy into Great Performance by Michael C. Mankins and Richard Steele
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MARK 512 Marketing Strategy and Policy JC Salvacruz 7 Exhibit 13.2 The Control Process The Control Process Setting standards of performance Specifying the necessary feedback data Obtaining the needed control data Evaluating feedback data -- explaining gap between actual and given standards of performance Taking corrective action
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