MBA 706 Module 6
Internal Marketing - answer Chronologically, strategy development precedes
implementation. Conceptually, both should occur simultaneously. That is, strategy,
when it is conceived should be thought through to the point of
implementation. Otherwise, strategic plans and goals might be impractical or at least
inefficient, requiring far more resources than might have been the case if some thought
had been given to implementation issues when the strategy was devised
1. Detailed action plans - answerOne effective way of getting key people to own the
strategy is to develop a detailed plan for implementing the strategy. Such a plan sets
responsibilities for specific actions for individuals, and includes a measure and time
frame of the action. For example, a strategy to add a direct sales program to a channel
that previously used only retailers would specify a number of actions and
responsibilities. One action might be for the company to secure a list of 6,000 current
customers' names and addresses from the in-home database within the next three
days. By specifying what actions specific individuals will be accountable for,
management can ensure that plan ownership has been achieved. Those activities
required for the plan's successful implementation will be assigned and will not go
wanting because no one took responsibility for them.
2. Champion and ownership team - answerChampions are individuals who see their
overall responsibility as the successful implementation of the marketing strategy and
marketing plan. Better yet is a team of people with different expertise who can make
sure the assigned responsibilities are fulfilled within their spheres.
3. Compensation - answerAnother proven means of getting ownership of a plan is to tie
people's compensation to the performance of those actions involved in the plan's
implementation. These performance measures can be results oriented for both internal
revenue/profit measures and external market numbers such as product trial rate, market
share, brand awareness, percent of stores stocking the brand, low out-of-stock
occasions, etc
4. Management Involvement - answerTop managers must sustain a commitment to the
plan and review its implementation progress periodically. Other people involved in the
plan's implementation will look to management for cues on the interest and importance
placed in its implementation.
Corporate Culture - answerOrganizational or corporate culture is the pattern of role-
related beliefs, values, and expectations that are shared by the members of an
organization. It is a social control system with norms as behavioral guides.10,11
Rules and norms for behavior within an organization are derived from these beliefs,
values, and expectations. Norms of behavior can actually exert more control over
Internal Marketing - answer Chronologically, strategy development precedes
implementation. Conceptually, both should occur simultaneously. That is, strategy,
when it is conceived should be thought through to the point of
implementation. Otherwise, strategic plans and goals might be impractical or at least
inefficient, requiring far more resources than might have been the case if some thought
had been given to implementation issues when the strategy was devised
1. Detailed action plans - answerOne effective way of getting key people to own the
strategy is to develop a detailed plan for implementing the strategy. Such a plan sets
responsibilities for specific actions for individuals, and includes a measure and time
frame of the action. For example, a strategy to add a direct sales program to a channel
that previously used only retailers would specify a number of actions and
responsibilities. One action might be for the company to secure a list of 6,000 current
customers' names and addresses from the in-home database within the next three
days. By specifying what actions specific individuals will be accountable for,
management can ensure that plan ownership has been achieved. Those activities
required for the plan's successful implementation will be assigned and will not go
wanting because no one took responsibility for them.
2. Champion and ownership team - answerChampions are individuals who see their
overall responsibility as the successful implementation of the marketing strategy and
marketing plan. Better yet is a team of people with different expertise who can make
sure the assigned responsibilities are fulfilled within their spheres.
3. Compensation - answerAnother proven means of getting ownership of a plan is to tie
people's compensation to the performance of those actions involved in the plan's
implementation. These performance measures can be results oriented for both internal
revenue/profit measures and external market numbers such as product trial rate, market
share, brand awareness, percent of stores stocking the brand, low out-of-stock
occasions, etc
4. Management Involvement - answerTop managers must sustain a commitment to the
plan and review its implementation progress periodically. Other people involved in the
plan's implementation will look to management for cues on the interest and importance
placed in its implementation.
Corporate Culture - answerOrganizational or corporate culture is the pattern of role-
related beliefs, values, and expectations that are shared by the members of an
organization. It is a social control system with norms as behavioral guides.10,11
Rules and norms for behavior within an organization are derived from these beliefs,
values, and expectations. Norms of behavior can actually exert more control over
