Session 9 Market Plan Implementation and Control

Time required: 2 hours
Objectives & Requirements
　　Understand
　　• how to develop a strong market-focused organization and orientation
　　• how a company may improve its marketing implementation skills and control
Essential Concepts
　　• four typical organization patterns
　　　(product management, functional, market management, geographic)
　　• four skills needed for effective implementation
　　　(diagnostic skills, identification of company level, implementation skills, evaluation skills)
　　• four types of control
　　　(annual-plan control, profitability control, efficiency control, strategic control)
　　• marketing control process
　　• marketing audits
Text Chapter and Supplementary Materials
　　Chapter 2, Appendix 2, Kotler & Armstrong, Principles of Marketing 9th ed.
　　References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
　　1. What activities make up the implementation phase of marketing management? Is it better to have a good marketing strategy that is poorly implemented, or a mediocre strategy that is well implemented?
　　2. A large manufacturer of industrial equipment has a salesperson assigned to a major city. Regional sales managers supervise the sales representatives in several cities. The chief marketing officers wants to evaluate the profit contribution of the different cities. How might each of the following costs be allocated to each of the cities: (a) the aggregate costs of sending bills to customers; b) district sales managers’ expenses; (c) national magazine advertising; and (d) marketing research?
Case Analysis：
　　“Trap-Ease America: The Big Cheese of Mousetraps”, Principles of Marketing 9th ed.

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