UNIT 6
ORGANSING, IMPLEMENTING, AND CONTROLLING THE MARKET EFFORT
The main aim of this unit is as follows:
Identify the range of marketing objectives that companies set themselves as part of the marketing planning process.
Identify some of the techniques used to set achievable targets in the marketing planning process.
Define the key elements of the marketing control systems.
Demonstrate an understanding of the need for the evaluation and control of marketing plans and identify appropriate control mechanisms.
Organisational Structures
As we all aware that organisational structures focuses on the importance of customers within the organisation. As a firm grows or go through organisational new structures or takes on a wide variety of new products and markets them often go through some changes.
Small business or own manager or sole proprietorship
These are businesses that are solely managed by the owner who takes on all the roles and responsibilities and bears all the risk within the organisation. This kind of organisation is based on informal organisation structural management. They allow them to have flexibility within the organisation, easier communication.
Formal Structure
Depending on the growth of the business they will need to adopt a more formal structure, managers will be appointed and many different departments will be allocated it being marketing finance sales. Each of these departments will then be assigned specific tasks to perform. There is a more formal way of communicating where all departments has to report to the managing director which becomes a lot harder and can lead to barriers to communication. Each department will be allocated a budget to carry out their necessary ta ...