In the implementation phase, marketers will ensure action plans are assigned to specific people, set expectations for each of the action items, and develop communication and control protocols. Marketers focus on these aspects as a way to safeguard their plans. This is important because not everything will go accordingly, even in the most carefully executed plans. these are requirements in the marketing audit planning. these are the basis of diagnostic actions. marketing depends on people, and these safeguards are all people-oriented