Question

13-9 Discuss how the management functions of planning, organizing, leading and controlling relate to the marketing process.

Answer 1

Marketing process is nothing but the plan using which the company is aiming to ensure that it is communicating the product or service right to the customers and they are able to create the right image in the minds of the customer about what they are offering. It is a learning process wherein the company learns from the reactions of the customers and modify the plan accordingly to hit the customer’s intention to buy in a positive manner.

Management functions such as planning, organizing, leading and controlling affects the process of marketing in many direct and indirect ways. Planning and organizing ensures that the strategies are aligned as per the marketing process or vice versa i.e. they should both be in sync, planning ensures that the management should take the end customer in mind and then follow the process so if the end customer is price conscious then the same is reflected in the plans the company makes and the ways of organizing and executing them which is nothing but leading. The last part comprises of controlling which means that the processes and output should be as expected or else proactively corrective measures are taken so if the right message is not getting communicated to the end customer than control mechanism change and come into action.