ABSTRACT
This chapter outlines the 'implementation and control' section of people marketing plan, which is aimed at providing top management with key information on their product plan proposal and at linking all activities which must take place, as proposed in the plan, in a format which will help people control them. People product profit-and-loss statement provides the means by which people and their management colleagues can assess the revenues and profits that are projected for the product. The product plan contains specific, financial, marketing, sales, distribution and advertising objectives. These objectives provide the basis for the setting of standards in key areas. Variances are calculated by comparing actual results against preset standards. The benefit of a good control system and feedback mechanism is that it enables the manager to identify quickly product performance variances and the true reasons for them, and to react to changed circumstances.
