This document discusses marketing organization and control. It outlines the need for organizing marketing functions and assigning tasks to achieve company goals. Effective marketing control is important to ensure marketing activities align with objectives. The key aspects of marketing control include setting performance standards, monitoring results, comparing actual performance to standards, and taking corrective actions when needed. Various techniques can be used for control, such as competitor analysis, customer feedback, and marketing audits. Overall, organizing the marketing department and controlling marketing activities is essential for companies to smoothly implement plans and maximize efficiency.

1. Marketing Organisation
& Control
MARKETING MANAGMENT

2. Chapter Outline
 INTRODUCTION
 NEED
 PRINCIPLES
 FACTOR AFFECTING
 MARKETING CONTROL- MEANING
 PROCESS
 TECHNIQUES
 SUMMARY

3. INTRODUCTION
 EARLIER MANY FIRMS WERE PRODUCT ORIENTATED AND FAILED TO
UNDERSTAND THE CHANGING NEEDS OF THEIR CUSTOMERS IN AN
INCREASINGLY COMPETIVE MARKETPLACE. A MAJOR SWING TOWARDS
MARKET ORIENTATION HAS LED TO INTESIFIED MARKET RESEACH
ANDPRODUCT RNGES CAREFULLY DESINGNED TO FIT CUSTOMER
PREFRENCES . HOWEVER , PRODUCT ORIENTATAION CAN STILL BE
IMPROTAANT IN KEEPING AN EMPHASIS ON QUALITY, SAFITY AND
INVESTMENT IN NEW TECHNOLOGY.IN ORDER FOR A COMPANY TO GROW
AND MEET THE DEMANDS OF A GROWING FIRM, THERE IS A NEED FOR THE
HEIRRCHY OF SERVICES & ASSIGNING OF THE TASKS HAS TO BE DONE .

4. NEEDS / IMPORTANCE
 NEED OF TOGETHERNESS
 RECONCILLING THE INDIVIDUAL
 NATURE OF THE JOB
 DEFINING OFFICIAL RELATIONS
 ENSURING FUNCTIONAL PERFORMANCE
 OPTIMIZING THE MANAGERIAL INPUTS
 ENCOURAGING NEWNESS

5. PRINCIPLES
 PRINCIPLE OF ORIENTATION
 PRINCIPLE OF DEFINITION
 PRINCIPLE OF AUTHORITY
 PRINCIPLE OF SPAM CONTROL
 PRINCIPLE OF INFORMAL RELATIONS
 PRINCIPLE OF BALANCE
 PRINCIPLE OF FLEXIBILITY
 PRINCIPLE OF COUNTINUITY
 PRINCIPLE OF COORDINATION

6. FACTOR AFFECTING
INTERNAL FACTORS
TOP MANAGEMENT PHILOSOPHY
PRODUCT POLICY
PEOPLE
EXTERNAL FACTORS
MARKETS
CHANNELS OF DISTRIBUTION
BUSINESS ENVIRONMENT

7. MARKETING CONTROL
 MARKETING CONTROL IS THE MOST IMPORTANT TASK OF THE MARKETING
DEPARTMENT OF A COMPANY . IT IS A CONTROL TOOL FOR ENSURING THAT THE
MARKETING ACTIVITIES OF COMPANY GET DIRECTED TOWARDS ITS MARKETING
OBJECTIVES. MARKETING CONTROL PROVIDES THE MEANS OF TESTING
WHETHER THE DESIRED GOALS AND RESULTS ARE BEING ACHIEVED OR NOT .
THE ACTUAL PERFORMANCE MAY DEVIATE FROM THE DESIRED PERFORMANCE
DUE TO MANY REASONS INCLUDING ORGANISATIONAL FACTORS AND
ENVIRONMENTAL FACTORS
DEFINITION
ACCORDING TO KOTLER “MARKETING CONTROL IS THE PROCESS OF MEASURING
& EVALUTING THE RESULTS OF MARKETING STRATEGIES AND PLANS & TAKING
CORRECTIVE ACTIONS TO ENSURE THAT MARKETING OBJECTIVES ARE ATTAINED “

8. PROCESS
 SETTING PERFORMANCE STANDARDS
 DECIDING THE ASPECTS OF MARKETING OPERATION TO BE EVALUATED
 ESTABLISHING MONITORING MECHANISM
 APPRAISING THE PERFORMANCE
 COMPARING ACTUAL RESULTS WITHS STANDARD OF PERFORMANCE
 CORRECTING DEVIATION
 REFORMULATION THE PLAN

9. TECHNIQUES
 COMPETITOR ANALYSIS
 CUSTOMER ANALYSIS
 TESTING RESEARCH
 CUSTOMER FEEDBACK
 COST ANALYSIS
 MARKETING AUDIT

10. SUMMARY
 ORGANISATION IS ESSENTIAL WHEN HUMAN BIENGS HAVE TO COLLABORATE
AND WORK FOR A COMMON PURPOSE. IN FACT, ORGANISATION IS OFTEN
DEFINED AS “AS A GROUP OF PERSONS WORKING TOGETHER TOWARDS THE
ATTAINMENT OF CERTAIN OBJECTIVES”.
 MARKETING ORGANISATION ENSURES THE SMOOTH & SYSTEMATIC
IMPLEMENTATION OF PLANS, POLICIES, &PROGRAMS WHICH ARE NEEDED
FOR CONTROL OF SALES ACTIVITIES SO AS TO MAXIMIZE THE EFFICIENCY &
PROFITABILTY.
 MARKET CONTROL IS A CRUCIAL PART OF THE MARKETING JOB . IT IS THE
ROLE OF ENSURING THAT THE MARKETING PROGRAMMES & ACTIVITIES OF
THE FIRM ARE ALWAYS DIRECTED TOWARDS ITS MARKETING OBJECTIVES .

11. THANK YOU
MADE BY :-
DIPESH BANSAL (4738)
PRESENTED BY :-
DIPESH BANSAL (4738)
KARTIK SETHI (4734)
B.COM (SEM-4th)