Implementation and control: consist in the series of activities that must be performed in order to run the marketing plan in accordance to the objectives set by the marketer. At this stage, it is critical to gain the support of all members if the organization, especially when the marketing plan is due to affect the organization from its grounds.
I once sat in a meeting of project and business updates and suddenly one of the directors said, actually with all that we have now we can be in the medical device market. Violaaa!!! This medical device company used to service government hospitals and they have all the equipments. It's just that they never thought of going direct to the hospitals and take the lion share of the business. In that meeting, after going through the company yearly updates, this "innovation" came instantaneously and the next year they are pitching about it to the government hospitals directly.