Effective Marketing Management Strategies for Business Success
Learn about the essential steps in marketing management, from setting clear objectives to delegating authority. This comprehensive guide covers the specification of objectives, listing activities, classifying and grouping marketing activities, assigning responsibilities, delegation of authority, and establishing interrelations for successful business administration.
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Presentation Transcript
Prof(Dr) B.L. Verma Professor Department of Business Administration UCCMS,MLSU,UDAIPUR
1. Specification of Marketing Objectives: Marketing organisation process begins with specification of general and marketing objectives. A manager must know why the structure is needed. Types of objectives shape the structure. 1. Specification of Marketing Objectives: There may be many marketing objectives like customer satisfaction, market leadership, prestige and goodwill in market, maximizing sales volume and profits, etc. The structure must be capable of achieving the objectives.
2 2. . Listing Once objectives are specified, the next step calls for listing marketing activities. Irrespective of type of marketing division and decisions, a manager has to prepare a comprehensive activities. Note that important activities must not be missed and no activity should be repeated (duplicated). Listing of of Marketing Marketing Activities Activities: : list of all marketing
3. Classifying and Grouping of Marketing Activities: 3. Classifying and Grouping of Marketing Activities: Now, according to the nature and types of activities, they are to be classified or grouped into several groups or classes. They can be said as functions also. As a result, several groups of activities can be formed such as sales force activities, advertising activities, sales promotion activities, marketing research and information activities, etc. Each group must contain similar type of activities.
4 4. Assigning Responsibilities: On the basis of various groups of activities, divisions or departments are formed. Each division deals with only a specific type of activities. . Assigning Responsibilities: General Manager assigns responsibility of each department to a person. The person is solely responsible for the outcomes the department assigned to him. Now, every division or department has responsible officer.
5. Delegation of Authority: Every responsible officer is equipped with sufficient authority. Authority is authorization to direct and order subordinates. Due to authority, one can take decisions independently. 5. Delegation of Authority: Delegation moves from top to bottom. The superior delegates the authority to his subordinates. Various levels and positions come into being. There must be balance between authority and responsibility.
6. Establishing Interrelations: After delegating authority to responsible marketing officers, now, interrelations are established. 6. Establishing Interrelations: Interrelations indicate superior-subordinate relations. Horizontal and vertical relations are established. Statuses and positions are defined. Direction of communication is specified. Now, the structure is ready to work.
7. Preparing Organization Chart: 7. Preparing Organization Chart:
Organisation chart is a pictorial or diagrammatic presentation of interrelations among all employees working at different levels. Marketing organisation chart is considered as a supplementary or functional chart and it shows details about marketing department only. Way of presentation depends on general chart. The chart shows types of functions, levels in departments, way of communication, and title of every position holder. If organisation manual is prepared, it describes every position holder. Here, it is decided what type of marketing structure is suitable. Based on size of operations, type of products, and geographical areas, an appropriate marketing structure is selected. Various options include product organisation, geographical organisation, functional organisation, matrix organisation, combined organisation, etc
8 8. . Organisation Creating Creating and and Maintaining and Climate Maintaining Climate: : Suitable Suitable Organisation Culture Culture and The structure does not work automatically. Top management and key position holders) in marketing department must create conducive organisation culture and climate in which people can perform their duties effectively. There must be frank and friendly work climate to generate team spirit.
Climate of confidence and trust boosts employees morale. In the same way, regularity, discipline, and order are equally necessary. There must be clear-cut reward and punishment policies and practices. Clear rules, suitable policies, systematic procedures, etc., are necessary for creating and maintaining healthy organization climate and culture
