Final Project: Implementation Evaluation Control

As we discussed in a previous post, implementation is "The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives." (Pg. 57). And more often than not is easier said than done. "implementation is difficult—it is often easier to think up good marketing strategies than it is to carry them out." (pg. 57). 
Another important aspect of the Marketing Strategy is Marketing Control which is essentially "The process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved." (p.58). In this case, did our marketing strategy work the way we hoped it would? Was it implemented properly and if not how do we fix it to ensure that it is or will be in the future. "Marketing control involves four steps. Management first sets specific marketing goals. It then measures its performance in the marketplace and evaluates the causes of any differences between expected and actual performance. Finally, management takes corrective action to close the gaps between its goals and its performance. This may require changing the action programs or even changing the goals." (p.58). Which ultimately begs the question, did we do what we set out to in the first place? If the answer isn't yes, it's imperative we change it immediately until it is yes. This can mean success or failure for companies no matter how large or small.