PDOC The Marketing Management Process Planning Directing (Leading) Organizing Controlling

or, as famous  Comedian "Oliver" says "I run tings, tings nah run me" He doesn't allow his employees to take a "vote", he tells them what to do Some managers in some types of situations (were they are clearly THE BOSS) have to just... make a decision. Other managers, such as managers of IT workers don't really "boss", rather they give suggestions and facilitate access to resources since the IT workers don't need much direction - they are highly skilled and know what to do without a supervisor getting in the way.

• Planning
• developing the Mission Statement
• figuring out what the company has to do to achieve the goals
• developing GOPST
• Goals
• Measurable Objectives
• Plans with some timne element
• Strategies
• Tactics
• and knowing how to match the company resources so you can do the things you need
• planning is usually done by presidents and sr. vice presidents and involves internal and external factors
• external factors are things like
• the competitive environment
• rules and regulations of the political environment
• cost of labour and materials, and other things in the economic environment
• changes in lifestyles and consumption trends effected by the social-cultural environment
• keeping pace with fast changes in the technological environment
• being aware of extreme weather and other challenges of the geographic environment
• Directing (Leading)
• basically, bossing people around so they do the right thing
• generally, the higher level of education of the employee, the less bossing needs to be done
• Training
• many companies expect mangers to keep pace with additional training needs required to make sure the employees are competitive, and the manager has to see that such training is provided
• example
• auto mechanics in a car dealership going for training on how to diagnose problems in new cars that have complicated electronics
• professors needing to be trained in how to use websites to deliver course content - because students increasingly expect to have more content online
• Evaluation, firing
• Communicating expectations
• influencing people's behavior through motivation, communication, group dynamics, leadership and discipline

 
• Organizing
• (organizing is not mentioned in some texts but it is commonly considered among marketing courses as one of the functions of marketing management)
• Identifying and establishing jobs, positions, and chain of command
• establishing the internal organizational structure of the organization

 
• Controlling
• checking to see if things done right, and, if not, give commands to control things
• taking corrective or preventive action as necessary

 - note, some marketing / business textbooks use a 5th term Staffing, however other texts consider "staffing" to be part of Directing
.
 

note the 11th edition of this text just discusses 1. planning 2. directing 3. controlling

 - n
 

note the 6th edition of this text discusses 1. planning 2. organizing 3. leading (instead of the term "directing") 4. controlling

 - n
 
 
 

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