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ESSENTIAL OF AN EFFECTIVE MARKETING ORGANISATION


ESSENTIAL OF AN EFFECTIVE MARKETING ORGANISATION

       In order to create a sound marketing organisation, the following principles may prove helpful:

(1) Principle of Objective: The objective of the enterprise influence the organised structure, Therefore, the objectives should be clear and well-defined and the structure should be geared to achieve these objectives.

(2) Principle of Specialization: The total task should be divided in such a manner that the work of every individual in the organisational is confined to performance of a single leading function  to achieve the specialization.

(3) Principle of Unity of Command: No single person can serve two bosses at the same time. Therefore, each person should receive orders from only one superior and be accountable to him. This is necessary to avoid the problem of conflict in instruction which may cause frustration, uncertainty and divided loyalty.

(4) Principle of Unity of Direction: There should be one objective and one plan for a group of activities having the same objective. Unity of command facilitate unification and coordination of activities at various levels.

(5) Principle of Scalar Chain: Authority and responsibility should be in a clear and unbroken line from the highest executive to the lowest executive. As far as possible the chain of command should be short.

(6) Principle of Delegation: Adequate authority must be delegated to each manager to enable him to accomplish the task assigned. Authority should be delegated to the lowest possible the chain of command should be short.

(7) Principle of Parity of Authority and Responsibility: Authority and responsibility must be coextensive. The responsibility expected from a position should be commensurate with the authority delegated to that position.

(8) Principle of Flexibility: The organisation should be flexible enough to adapt the changing environment and permit expansion and diversification without disruption in basic design.

(9) Principle of Simplicity: The organisation structure should be as simple as possible with minimum number of levels. Complex organisational structure with large number of levels leads to problems of coordination and communication.

(10) Principle of Balance: The Various parts of the organisation should be kept in balance and none of the function should be given undue emphasis at the cost of others. There should be proper balance between line and staff position, centralization and decentralization and vertical and horizontal dimensions.

(11) Principle of Exception: As manager at the senior levels have limited time, only matter of exceptional nature should be referred to them and the subordinate at lower levels should deal with routine matter. This will enable people at the higher levels to devote more time on important issues.

(12) Principle of Span of Control: No executive should be allowed to supervise more subordinate than he can effectively manage on account of limited time and ability. The exact number of subordinate will pray from person to person depending upon the nature of the job and ability.

(13) Principle of Absoluteness of Responsibility: The responsibility of the subordinate to his superior should be absolute. No person can escape responsibility for the organisational activities of his subordinates.

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