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... List observable changes in trends- working hours, parenthood, new lifestyles and implications on the organization • Set up groups to critique own and competitors products, services and cherished beliefs • Hire creative resources from outside the firm to generate new ideas for the firm e.g. advertising firms c) Identifying the right Implementation skills Thomas Bonoma identified four skills • Diagnostic skills- being able to ask what went wrong when marketing programs do not fulfill expectations • Being able to Identify the level at which problems occur – marketing function, marketing program, marketing policy • Being able to allocate and organize interactively • Being able to monitor and evaluate marketing actions 3. BUDGET ALLOCATION Marketing costs take up 20% to 40% of the company’s total operating budget, hence the need for more effective operations and reasonable return on investments. Improvements can be brought about by using automated marketing systems i.e. Planning Project management Managing customer database Resource allocation Asset management Performance evaluation and control
MARKETING ORGANIZATION, IMPLEMENTATION AND EVALUATION AND CONTROL
MARKETING ORGANIZATION, IMPLEMENTATION AND EVALUATION AND CONTROL • This is a build up on strategic bargains between the functional areas and top management of an organization. • It is the administrative function of marketing which encompasses: – Organizing the marketing department – Implementing the marketing strategy – Controlling and Evaluating the efficiency and effectiveness of the marketing effort
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| language |  | english |
| wordcount |  | 4119 (cca 11 pages) |
| contextual quality |  | N/A |
| language level |  | N/A |
| price |  | free |
| sources |  | 0 |
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Preview of the essay: MARKETING ORGANIZATION, IMPLEMENTATION AND EVALUATION AND CONTROL
MARKETING ORGANIZATION, IMPLEMENTATION AND EVALUATION AND CONTROL MARKETING ORGANIZATION, IMPLEMENTATION AND EVALUATION AND CONTROL • This is a build up on strategic bargains between the functional areas and top management of an organization. • It is the administrative function of marketing which encompasses: – Organizing the marketing department – Implementing the marketing strategy – Controlling and Evaluating the efficiency and effectiveness of the marketing effort ORGANIZING THE MARKETING DEPARTMENT Once the marketing plan is complete, management should review the organization to see if it is appropriate for the new strategy. If the strategy involves new markets and new products it may well require significant organization change. What is organizing? • Organizing refers to the grouping of marketing activities and assigning responsibilities in such a way that they systematically contribute to the organizational goals. • An organization consists of people and systems coordinated to meet organizational goals. • This is usually depicted in organization charts which show the structure of the organization, ...... List observable changes in trends- working hours, parenthood, new lifestyles and implications on the organization • Set up groups to critique own and competitors products, services and cherished beliefs • Hire creative resources from outside the firm to generate new ideas for the firm e.g. advertising firms c) Identifying the right Implementation skills Thomas Bonoma identified four skills • Diagnostic skills- being able to ask what went wrong when marketing programs do not fulfill expectations • Being able to Identify the level at which problems occur – marketing function, marketing program, marketing policy • Being able to allocate and organize interactively • Being able to monitor and evaluate marketing actions 3. BUDGET ALLOCATION Marketing costs take up 20% to 40% of the company’s total operating budget, hence the need for more effective operations and reasonable return on investments. Improvements can be brought about by using automated marketing systems i.e. Planning Project management Managing customer database Resource allocation Asset management Performance evaluation and control
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