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Lecture 11 - Implementation, Evaluation and Control
Implementation, Evaluation and Control
These occur in the final stages of the planning cycle:
Which is best way? and How can we ensure arrival?
Detailed marketing plans should include how the the strategy is to be implemented

- who is to do what?
- within what timescale
- and utilising how much of budget

Internal marketing plays a role in implementation
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The control process
Goal Setting (What do we want to achieve?)
Performance Measuring (What is happening?) - quantity, quality, costs, sales
Performance Diagnosis (Why is it happening?)
Corrective action (What should we do about it?) - In event of environmental changes or internal issues

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Control Mechanisms
- Personal supervision
- Clear job descriptions
- Rules and procedures
- Performance appraisal
- Budgets
- Chain of command
- Incentive schemes
- Technology
- Expertise: buying in the skills necessary to get job done correctly
- Allocation of resources
- Social controls
- Audit
- Contingency planning

Progress must be measured against key performance indicators:
- Customer concerns, such as service quality, response time, cost
- Internal measures, staff productivity and range of skills
- Financial measures, revenue, profitability and costs
- Learning and growth measures, innovation such as rate of new product development, availability
of staff training



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