Marketing Literature Review Essay

Marketing as a oversight righteousness3 Integration of foodstuffing Function7 Changes in Business Environment10 Marketing Challenges15 Bibliography21 Marketing as a trouble Function Marketing as a precaution become which in its simplest term refers to the basic escapes of perplexity namely devisening, organizing, track and controlling (POLC). These four functions are takeful for the bear on come to the forement of institutional goals. It is authoritative that these activities should operate in harmony with one another since they are interrelated.For instance, match to Cole (1996), a manager cannot just do planning and issue the other aspects. Although these four functions do not tell the whole bilgewater rough what constitutes management, they are a convenient way of describing most of the gravestone aspects of the roles of management. Planning Plans and decisions are essential requirements to organizational tasks and management. Business success depends imp ortantly upon the successful planning and decision making. Hence, planning is usually listed as the beginning function of management as we must harbor a plan before we can organize.Planning can be defined as the management function which involves setting the companys goals and then determine the means to achieve these goals, in other words, deciding how best to achieve them. In simpler footing, it means deciding now, what to do in the prospective, given reliable intended conditions. The word now indicates present circumstances and the current severalise of affairs pertaining to an organisation. So, it has been observed that environmental scanning, consisting of the SWOT analysis is at that placefore a pre-requisite for the planning process.It includes the internal and external environment of the organisation which allows the firm to recede advantage of the opportunities and minimize the impact of threats. In addition, the company forget have to consider the changes and devel opments in the macro marketing environment which is the PEST actor (Demographic, Natural, Political/legal, economic, socio-cultural, and technological). The second important element which is what to do can in like manner be referred to as what to achieve. These are expressed in terms of a statement of objectives, goals and targets.The third element, future, may be any clip that succeed in the next second or a split of it. The future is basically characterised by uncertainty and uncertainty involves risk. Therefore, effective planning requires an effective and efficient process of coping with the uncertainty and the risk of the future to enable achievement of organisations objectives. Organizing In order to reach the objective outlined in the planning process, structuring the grow of the organization is a vital concern.Organizing is the management function which focuses on arranging and allocating work, authority and resources among an organizations members that blend together t o develop one purpose, to accomplish the goals. These goals will be reached in accordance with the companys values and procedures. This function involves the setting up of an organizational structure whereby work is allocated, lines of authority and right defined and a system of rules and regulations which guide the conduct of employees laid down. Bateman, Snell (2007) pointed out that a manager must know their subordinates and what they are capable of in order to organize the most valuable resources a company has, its employees. This is achieved by management staffing the work division, setting up the training for the employees, acquiring resources, and organizing the work group into a productive team. This structure should constantly change to befit the organizational needs. Leading Leading involves influencing others to engage in the work behaviours necessary to reach organizational goals (Bartol 1997).The manager must communicate with his/her subordinates, explain his/her pla ns to them, and check and motivate them to exert their maximum efforts to achieve the goals. Motivation is an internal process that energizes spate to engage in certain types of behaviours. Frederick Winslow Taylors Scientific Management Movement, was one of the earliest attempts to understand and to deal with the problem of worker motivation. whatsoever major contributors to motivation theories are Abraham Maslow for the Hierarchy of needs theory, Douglas Mc Gregor for opening X and Theory Y, Frederick Herzberg for Motivation-Hygiene Theory.Leadership has been defined by Dobbins and Pettman (1997) as the cogency to motivate people to work towards achieving common goals, to make ordinary people display extraordinary performance. There are different theories of leaders with non-homogeneous stages at its development traditional theories, contemporary theories and future of leadership. The major contributors to leadership theories are Handy (1993), Kouzes and Pasner(1993), Caciop pe (1997), R. Likert(1961), Blake and Mouton (1964), Fiedler (1967), and Hersey-Blanchard (1968). ControllingControlling is the management function aimed at regulating organizational activities so that actual performance will conform to expected organizational standards and goals (Bartol 1997). Therefore, the controlling function consists of three step i) Establishing a standard or target, ii) Measuring current performance and study it with the standard, and iii) Taking corrective actions if deviations are detected. Control is essential at every(prenominal) managerial level since each level has its own planning and office regarding the respective set of activities.However, there is a misconception that control is from top management due to the fact that responsibility increases with the level of hierarchy. Integration of Marketing Function Integration is a marketing catchphrase of the moment. It has risen up because of social, market and technological developments have become mo re salient and significant than before. The harmonizing of corporate marketing must start with the planning process, by allowing adequate feedback and tractableness to achieve increased organizational fluidity.For the delivery of good customer satisfaction, there should be coordination at three levels. ? Co-ordination among various marketing activities. Nowadays companies need to use a wider range of communication tools and messages effectively by comprehend Integrated Marketing Communications (IMC). IMC requires integration and co-ordination of an organizations legion(predicate) communication channels, such as advertising, direct marketing, sales promotion and reality relations and publicity, to deliver a clear, consistent and compelling message about the organization and its products (Kotler, 2000).