Action programs correspond to the implementation of each element of the marketing mix by market. These action programs indicate which steps must be taken, their responsibilities, their deadlines, and their available financial resources and budgets.
Since the environment changes very quickly in the world of high technology, action programs must be developed according to a relatively flexible format so that they can easily be reviewed and modified. Budgetary procedures must especially be open to change so that they can follow the movements of a rising and falling market. A truly efficient action program must be short and flexible;otherwise it will simply become an administrative exercise, contrary to the objectives it seeks to meet. The monitoring procedures should be designed according to the same principle.
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Although we usually tend to think of the digital camera as the best thing since sliced bread, there are both pros and cons with its use. Nothing is available on the market that does not have both a good and a bad side, but the key is to weigh the good against the bad in order to come up with the best of both worlds.