Planning After setting the goals, the next step is to determine the manner in which these goals are to be achieved. This activity is known as planning. Without planning, a company’s operations have no meaning and no direction. This can be no orderly procedure in management’s pursuit of its goals. This planning may be for short or long period and may cover a single area or many areas. Planning is concerned with laying plans for a new product or sales forecasts, or the products, distribution channel and promotional programmes. When an overall plan of action is adopted to achieve a pre-determined marketing objective, it is known as a strategy. To implement this strategy, detailed methods and techniques are employed. These are known as tactics.
Organizing It is the process of arranging activities and the people engaged in them in such a way as to achieve the maximum output with highest degree of efficiency. The marketing manager must be sure that organizing policies and practices are compatible with marketing plans and that the organization has the necessary capabilities for achieving the marketing goals. Under his direction, and guidance, the organization drafts promotional programmes and campaigns, sets up marketing methods and procedures and makes other decisions takes other actions for executing the policies and implementing the marketing plans.
Coordination The marketing concept implies coordination of all company activities which impose on the consumer. Within the marketing department activities in sales, advertising, marketing research, customer service new product development all require more effective coordination tying these more closely to the overall corporate programme. Marketing can furnish sales estimates so that the production department can better plan its work. On the other hand, production department can help marketing by manufacturing the proper quantity and quality of products at the right time. It can also provide product information for sales training and advertising programmes. Outside the marketing department and the company, coordination is needed with advertising, transportation and other agencies.
Controlling The primary purpose of any system of controls is to set the stage for decision and action. Effective control keeps the organization “on course” as marketing management steers towards the company’s set goals. There are four phases of the controlling function:
1) Establishment of performance standards 2) Measurement and “feedback” of performance results, 3) Evaluation of the actual performance against the standards, and 4) Action is indicated by the evaluation.
Staffing One of the important functions of marketing management is to assemble the human resources: for proper selection of personnel is the key to elimination or substantial reduction in many management problems. Good Selection may bring about successful results even if the original planning is mediocre.
Operating Under this, the plan or the programme is implemented; for no plan is worth much unless it is carried out effectively. This is particularly important in marketing because success depends upon the way the business is operated. This function of operating and directing includes operating a sales force, directing an advertising programme.
Evaluating Under this the results of the company’s activities are analyzed and evaluated to determine whether they have been successful. This activity comprises four areas:
1) analysis of marketing costs by territories, products or customer groups: 2) the performance of the individual salesmen may be evaluated; 3) both manufacturers and middlemen may evaluate the effectiveness of their advertising programmes; and 4) individual manufacturers may want to evaluate the performance of their middlemen.
Participants