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

• 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 time 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
• internal factors are things like
• the price you chose to sell at, and how you measure your costs and plan what price
• the product features you offer to sell
• and the branding that goes aloing with developing the product
• the promotional mix you select
• sales promotion
• personal selling
• mass selling
• advertising - paid for
• publicity - free
• place / location - planning for where you do your business
• 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
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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.

 
 

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

Seneca custom pub

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Nickels 7th Edition

note this special edition for BUS106 taught at Seneca based on the Nickels Book Understanding Canadian Business 7th Edition uses the terms 1. planning 2. organizing 3. leading (instead of the term "directing") 4. controlling

 - n
 
 
 

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