PAZARLAMA YÖNETİMİ

Culture is a system of behavioural norms and shared values passing from generation to generation in an organisation or in a system. If companies are not aware of the change in socio- cultural values, it is impossible for them to survive in the long term.

If a company needs any market research, advertisement or other marketing activities requiring expertise, then the manager can do outsourcing. Outsourcing means using another firm for the manufacture of needed components or products or delivery of a service.

According to Homburg and others’ (2000) definition of key account manager, “a key account manager focuses on the special personnel and/ or the performance of special activities directed at an organisation’s most important customers”. If companies develop closer relationships with customers, or adopt customer oriented view, key account management approach is an e ective tool to build closer and pro table relationships with customers.

Companies that sell products nationwide usually organize their sales force and other organizations according to their geographical locations such as Aegean, Marmara and Mediterranean regions. This model is preferred by companies that tend to establish their production units in close proximity to regional markets. The department manager in one region is generally responsible for the production, sales and control functions.

The product or brand management organisation has some disadvantages. One of them is that product managers may not be active in some tasks because they are not authorized.

If a market is divided into different user groups with distinct buying preferences and practices, a market management organisation is better for such organisations. Market management organisation is an organisation which serves for different markets and user groups with distinct buying preferences and practises.

Kotler and Keller (2016) de ned marketing control as “the process by which rms assess the e ects of their marketing activities and programs and make necessary changes and adjustments”.

Based on the results of the study of Krohmen, Homburg and Workman (2002), given in Table 8.1, in successful strategic business units, new product development decisions are taken by marketing departments rather than the R&D departments.

Managers use different tools to check on annual plans. These are sales analysis, market-share analysis, marketing/ sales expense ratios, financial analysis and market based score card analysis.

It is clear that the success of marketing depends on the success in implementation. The deffinition of marketing implementation emphasizes the process that turns marketing plans into action assignments and ensures they accomplish the plan’s stated objectives.

Sales analysis: Many managers think about sales as the only indicator of marketing performance. While sales are important, it may be misleading to look only at sales without considering the sales of competitors and marketing costs.

Market share analysis requires collecting and interpreting information at the buyer level at the end of each brand’s sales. Company must observe the market share, and if its market share increasing this means that the company is beyond its competitors.

Marketing audit is a comprehensive, systematic, independent, and periodic examination of a company’s environment, objectives, strategies and activities to determine problem areas and opportunities. Marketing audit is more inclusive than other assessments. It covers all major marketing aspects of a company. If it covers only sales force or other marketing activity, then it is called functional audit.