Once the team has developed the overall marketing strategy, each team member is responsible for implementing a corresponding marketing plan for the areas of his responsibility. These responsibilities include deciding on the promotional material for his market segment and pricing. In each case, the responsibilities of the marketing manager include ensuring overall cohesion to prevent inconsistent pricing among the market segments and contradictory promotions. The team has to work together to preserve the overall company image while meeting the requirements of each market segment to the maximum extent possible.