Distinguish the following types of complaints: instrumental, ...

[asan beg]

Distinguish the following types of complaints: instrumental, noninstrumental, ostensive, and reflective. Provide an example of each.

Question 2

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

[Athena23]

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

[asan beg]

Gracias!

[EAN94]

TYSM