Answer to Question 1
Instrumental complaints are expressed for the purpose of altering an undesirable state of affairs. Complaining to a waiter about an undercooked steak is an instrumental complaint. Noninstrumental complaints are expressed without expectation that an undesirable state will be altered. Complaints about the weather are noninstrumental complaints. Ostensive complaints are directed at someone or something outside the realm of the complainer. Declaring that the chef overcooked the steak is an example. Reflexive complaints are directed at some inner aspect of the complainer. Stating I wasn't clear about how I wanted my steak prepared would be an example.
Answer to Question 2
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
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