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Sport Marketing Strategy Implementation and Evaluation Chapter 16 Copyright © 2009 Nelson Education Ltd. All rights reserved. OBJECTIVES • Know the key steps in turning the marketing mix into marketing action • Articulate how manager and marketers in sport organizations allocate their resources • Understand that strategy needs a plan to implement it Copyright © 2009 Nelson Education Ltd. All rights reserved. 2 STRATEGY TO ACTION Turning strategy into action involves: • Developing the strategy into resourced action • Implementing the strategy • Evaluating the effectiveness of the strategy Copyright © 2009 Nelson Education Ltd. All rights reserved. 3 INTRO TO IMPLEMENTATION Implementation: operational excellence, activation, or marketing action, the act of putting a developed strategy in place. Marketing Strategy Implementation (MSI): The process that turns marketing plans into actions and ensures that such actions are executed in a manner that accomplishes the plan’s stated objectives. (Goetsch, 1993) Copyright © 2009 Nelson Education Ltd. All rights reserved. 4 MARKETING STRATEGY IMPLEMENTATION Suggested guidelines: Ensure that marketing objectives are understood Develop a reward system Develop a project calendar Develop systems to avoid “paralysis by analysis” Include a communications plan Copyright © 2009 Nelson Education Ltd. All rights reserved. 5 ACTIVITIES OF MSI • Organization must be staffed with people with the needed skills • Management will determine who will be allocated to which roles • Management will direct the execution of the implementation Copyright © 2009 Nelson Education Ltd. All rights reserved. 6 TOOLS FOR ACTIVITY SCHEDULING • Gantt Chart • Project calendars • Operational plans • PERT • Critical path method (CPM) Copyright © 2009 Nelson Education Ltd. All rights reserved. 7 INTRO TO EVALUATION • Evaluation is the most difficult task to accomplish Some evaluate: • Media impressions • Television ratings • Print coverage Copyright © 2009 Nelson Education Ltd. All rights reserved. 8 MEASURES OF EVALUATION • Surveys of customers • Employee satisfaction • Analysis of sales figures • Opinion of experts Copyright © 2009 Nelson Education Ltd. All rights reserved. 9 MEASURES OF EVALUATION Some methods for evaluating marketing activity are: • Brand recall levels • Image transfer • Image enhancement • Relationship building • Consumer loyalty Copyright © 2009 Nelson Education Ltd. All rights reserved. 10 Questions? Copyright © 2009 Nelson Education Ltd. All rights reserved.