Implementaion, Evaluation, Control

“Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly. Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives.” (page 57) In order for any company to kick off they first need goals but with those goals needs to come the action. Obviously you can sit around and talk about things to do and look at the foundation on which you want to build but without the action you aren’t going to be successful let alone go anywhere. That being said Crumples is still in the planning process but the implementation of our objectives will be carried out far past our debut. Evaluation is also very important. Many companies fail to evaluate their sales promotion programs, and others evaluate them only superficially. Yet marketers should work to measure the returns on their sales promotion investments, just as they should seek to assess the returns on other marketing activities. (page 438) After implementation had taken place there needs to be an upkeep if you will in order to keep seeing successful results in the market management must control their market so adjustments can be made to company objectives and goals.

Marketing control is the process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved. (page 58)