Identify and discuss the four approaches to marketing implementation and explain the various advantages and disadvantages of each approach.

. Implementation by Command Marketing strategies are developed at the top of the organizational hierarchy and then passed to lower levels where frontline managers and employees are expected to implement them.
Advantages: Reduces uncertainty and makes decision making easier Good when a powerful leader heads the firm Good when the strategy is simple to implement Disadvantages: Does not consider the feasibility of implementing the strategy Divides the firm into strategists and implementers Can create employee motivation problems ?
. Implementation Through Change The firm is modified in ways that will ensure the successful implementation of the chosen marketing strategy.
Advantages: Specifically considers how the strategy will be implemented Considers how strategy and implementation affect each other Used successfully by a large number of firms Disadvantages: Clings to a "power-at-the-top" mentality Requires a skilled, persuasive leader Changes can take time to design and implement, leaving the firm vulnerable to changes in the marketing environment ?
. Implementation Through Consensus Different areas of the firm come together to "brainstorm" and develop the marketing strategy. Through collective agreement, a consensus is reached as to the overall direction of the firm.
Advantages: Considers multiple opinions and viewpoints Increases firm-wide commitment to the strategy Moves some decision making closer to the front line of the firm Useful in complex, uncertain, and unstable environments Disadvantages: The full potential of the firm's human resources is not realized Retains barriers between strategists and implementers Requires ongoing communication ?
. Implementation as Organizational Culture Marketing strategy is a part of the overall mission and vision of the firm; therefore, the strategy is embedded in the firm's culture. Top executives manage the firm's culture to ensure that all employees are well versed in the firm's strategy.
Advantages: Eliminates the barrier between strategists and implementers Increases employee commitment to organizational goals Allows for the empowerment of employees Can make marketing implementation much easier to accomplish Disadvantages: Must spend more money on employee selection and training Creating the necessary culture can be painful and time-consuming Quickly shifting to this approach can cause many internal problems