PAZARLAMA YÖNETİMİ

Culture: 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.

Power is potential influence, or the ability to influence others’ behaviour or the course of events.

Outsourcing means using another firm for the manufacture of needed components or products or delivery of a service.

Key account manager manages the team of special personnel and/or performance of special activities directed at an organisation’s most important customers.

Functional marketing organisation has the advantage of simplicity of organizational levels to reduce hierarchy. On the other hand, it has the difficulty of creating an effective communication environment among the responsible people.

Responsibilities of a product or a brand manager is given below:

Market management organisation is an organisation which serves for different markets and user groups with distinct buying preferences and practises.

Marketing Implementation emphasizes the process that turns marketing plans into action assignments and ensures they accomplish the plan’s stated objectives.

The definition of control is: “the process of taking measures to match the actual results and the planned results”. It is difficult to decide whether the goals and objectives are achieved effectively and efficiently without control.

In the broad definition of control, there are two kinds of controls: 1) Formal controls and 2) Informal controls. Formal controls are written and influence the employees and groups behaviours in a supportive way according to marketing objectives. Informal controls are unwritten and worker initiated mechanism that influences the individuals or groups behaviours in marketing units. Informal controls are not supportive like formal ones.

Managers usually 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.

According to the study of Homburg and his
colleagues (2000), the most important dimensions
when deciding on the organisational design of
marketing department are structure, coordination,
culture, and power2.

Culture: 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 sociocultural values, it is impossible for them to survive
in the long term.

Power: Power is potential influence, or the
ability to influence others’ behavior or the course
of events3. It focuses on conflicts, coalitions
and the dynamic interplay between groups
within a company. Power can be centralized or
decentralized.

Category manager is responsible for
resolving disputes, being referee, brand, and
developing new brands so that the brands
of the same firm do not come across.

Hence, the organisation
of marketing department is divided into the five
categories: functional organisation, geographic
organisation, product organisation or brand
organisation, market organisation, and matrix
organisation. Each type of organization has its own
advantages and disadvantages,

Functional marketing organisation has the
advantage of simplicity of organizational
levels to reduce hierarchy. On the other
hand, it has the difficulty of creating an
effective communication environment
among the responsible people

geographic marketing organisation is preferred by the
companies that tend to establish
their production units in close
proximity to regional markets

Also, the product or brand management
organisation has some disadvantages. Disadvantages
are given below.
(1) Product managers may not be active in
some tasks because they are not authorized

Strategy is an action plan that helps the
organization achieve its goals by forging
the best fit between the firm and the
environment

Profitability control examines whether the
company is increasing
profits or loosing profits