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MBA 706 Module 6 questions and answers verified answers||Latest 2024/2025
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MBA 706 Module 6 questions and answers verified answers||Latest 2024/2025
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MBA 706 Module 6Internal Marketing - ANSChronologically, 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 - ANSOne 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 - ANSChampions 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 - ANSAnother 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 - ANSTop 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 - ANSOrganizational 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 employee behavior than a
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