CHAPTER ONE: INTRODUCTION
1: 1 BACKGROUND OF THE STUDY
Marketing plays a
dominant role in the successful management of business in the world of Drucker
[1973; 9] business enterprises have two basic functions, marketing and
innovation. Only marketing and invocation produce results; all the rest are
cost. Marketing as the only revenue generating functions; must make plan
attempts to implement and control such plans to the extent that its objectives
are achieved.
Developing good
strategies and tactics, after analysis the marketing environment are only the
beginning toward the successful managing of the marketing efforts, usually
surprise occurs during the implementation of marketing department therefore
must engage in marketing control system and essential in making sure that the
company operate efficiency and effectively. As a plan implementation and
control are related. All resource available to any business whether human or
otherwise must be mobilized into a daily; monthly, yearly and even annual
activities that will cause the strategic plan to work well. Management should
develop its basics control process along the following step as suggested by Koontz
and Weihrich [1988).
-establishing standard
-measurement of
performance and
-correct of
deviations
Standards may be in the
form of short term goal and long term objectives which should be measured
against actual result and corrective action should be taken when necessary.
When actual performances deviates greatly from annual plans, the corrective
plans may be to adjust objectives and long term objectives which should be
measured against actual result and corrective actions. Would be taken when
necessary. Where actual performance deviates greatly from annual plans, the
corrective action may be to adjust objectives and goals by making them
realistic and attainable.
A number of techniques
have been developed overtime and these are readily used in marketing management
across the globe kotler[1980;640-644]broadly classified marketing control
process into four categories namely;
1.
Annual plan control; sales analysis;
marketing ratio analysis; market share analysis and consumer attitude tracking.
2.
Profitability control; consisting of
effort to determining profitability of different products, territories, trade
channel and consumer groups.
3.
Efficiency control; means determining
more efficient ways of managing sales force advertising, sales promotion and
distribution.
4.
Strategies control; consists of efforts
aimed at periodically examine whether a company basics strategratics marched to
its opportunities.
Marketing control
techniques as a component of the marketing information system must be able to
provide information to management about performance. Interestingly, a good
management will like to know which product sales and highest and why, whether
the product is profitable; what is selling and at what cost. very often; the
traditional accounting report are usually of little help to the manager ;a
company account might be showing an overall profit arising from the business.
Without specifying which of the centre is doing very fine and which is not?
A detailed breakdown of
firm’s can sales be very useful records and informative such breakdown can
update marketing executives who have been out of touch. Additionally, routine
sales analysis prepared weekly; monthly or even yearly may show trend thus
permitting marketing executing to check their basics assumptions about
performances, [kotler1986].
1.2
STATEMENT OF THE STUDY
The important of
marketing control techniques in the efficient management of companies cannot be
over stressed.
Thus in the word of
Mocker [1972:2] marketing or management control is a systematic effort to set
performances standard with planning objectives, to design information feedback
system, to compare actual performances with those per-determined standard, to determine
whether there are deviation and to measure their significance, and also to take
any action necessary to ensure that all corporate resources are being used in
the most effective and efficient way possible in achieving corporate
objectives.
This view was also
supported by Udeagha (1999:281) when he defined management control as
consisting all the measures undertaken by an organization to measure
performances against standard to ensure that the planned organization
activities objectives and goal are achieved.
Notwithstanding the
positive views; expressed by these two authors above, evidences abound that
most of the companies do not apply marketing control in their day to day
operations.
This view was expressed
when Kotler (1980:729) argued that in spite of the need for effective marketing
control; many companies have inaugurate control procedures. He recent further
to argue that many companies fall to compare them price with competition to
analysis warehousing and distribution costs, to analysis the cause of returned
merchandize, to conduct formal evaluation of advertising effectiveness, and to
review their sales-forces reports.
The negative attitude
of some companies towards the application of marketing techniques control for
their operations as pointed in one of the major factors that stimulated to
researcher to embark on this study. The ideas was to find out whether Enemite
Limited as a roofing sheet manufacturing company based in Enugu applies the
concept of marketing control in its operation and the findings of the study to
make some recommendations.
Note:
For full project materials, contact +2347069373637 or theotherwomaninmarriage@gmail.com
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