Principles of Marketing 9-1 Session 9 Marketing Plan Implementation and Control Text:Chapter 2,Appendix 2 制卧经价蜀易大考 国际商学院市场营销学系
Principles of Marketing Marketing Plan Marketing Plan Implementation and Control Implementation and Control 9 － 1 9 － 1 Session 9 Text: Chapter 2，Appendix 2
9-2 Outline I.Managing Marketing Efforts II.Organizing the Marketing Department III.Four skills needed for effective implementation IV.Types of Control V.Marketing Control Process VI.Marketing Audits 制卧经价蜀易大考 国际商学院市场营销学系
Outline I. Managing Marketing Efforts I. Managing Marketing Efforts II. Organizing the Marketing II. Organizing the Marketing Department Department III. Four skills needed for III. Four skills needed for effective implementation effective implementation IV. Types of Control IV. Types of Control V. Marketing Control Process V. Marketing Control Process VI. Marketing Audits VI. Marketing Audits 9－2 9－2
I.Managing Marketing Efforts 9-3 Analysis Planning Implementation Control Measure Results Develop Carry Out Strategic Plans Plans Evaluate Results Develop Take Corrective Marketing Plans Action 国际商学院市场营销学系
Planning Develop Strategic Plans Develop Marketing Plans Planning Develop Strategic Plans Develop Marketing Plans Implementation Carry Out Plans Implementation Carry Out Plans Analysis Analysis Control Measure Results Evaluate Results Take Corrective Action 9－3 9－3 I. Managing Marketing Efforts
Marketing Implementation 9-4 Marketing Strategy Decision and Reward Human Structure_ Resources Action Climate and Programs Culture Implementation Marketing Performance 制卧经价蜀易大考 国际商学院市场营销学系
Marketing Strategy Marketing Strategy Marketing Performance Marketing Performance Implementation Climate and Culture Action Programs Decision and Structure Reward Human Resources 9－4 9－4 Marketing Implementation
Il.Organizing 9-5 the Marketing Department Four Typical Organizing Patterns Product Management Functional > Market Management Geographic 制计价蜀易大孝 国际商学院市场营销学系
9－5 9－5 II. Organizing the Marketing Department Four Typical Organizing Patterns ¾ Product Management ¾ Functional ¾ Market Management ¾ Geographic