What are the basic principles of a marketing organisation? Explain.
What are the basic principles of a marketing organisation? Explain.
Or
Describe in brief the principles of marketing organization.
Or
What are the basic principles of a marketing organisation?
Ans.
Basic Principles of a Marketing Organisation
The basic principles of a marketing organisation are discussed in detail below:
(1) Principle of Flexibility: A marketing organisation must have the principle of flexibility so that suitable changes could be made into it in situations like expansion of business or other similar situations.
(2) Principle of Specialisation: The job allocation among the members and staff of the marketing organisation should be done on the basis of their qualification, capability, capacity, efficiency, experience and interest etc.
(3) Principle of Coordination: Various activities within the marketing organisation should be well coordinated. Different departments, groups and professionals must have a feeling of cooperation and working together to bring uniformity in business activities.
(4) Principle of Continuity: There should be the sense of continuity in actions so that marketing activities are smoothly done without disruption.
(5) Principle of Definiteness: The duties of officials and employees in a marketing organisation should be well defined. The work allocation in various sections should also be fully defined so that their responsibilities are fixed.
(6) Principle of Objectives: The objectives of a marketing organisation must correlate with the objectives of the firm for which the marketing organisation is working. There should be uniformity between the aims and goals of the firm and the marketing organisation: No part of the marketing organisation must work against the objectives of the firm.
(7) Principle of Authority: The employees working in a marketing organisation should be made responsible to the officer holding that specific area of the marketing work so that the subordinates may realise their responsibility and coordination between the employees is maintained.
(8) Principle of Definition : The function of marketing organisation whether big or small must be well defined and explained to those who are made responsible to perform them. They must know what they have to do and how it is to be done. There should not remain any sense of doubt. The job allocations must be done in writing.
(9) Principle of Span of Control: The number of workers under a marketing official should be minimum possible to facilitate easy and full control because if the number of workers is large the influence of control will be less. There should not be more than five or six members under control of an officer.
(10) Principle of Organisation: A marketing organsation can be influencial only when there is healthy and congenial atmosphere within the organisation. Coordination and cooperation is essential among employees who are working together to enact the polices of the organisation.
(11) Principle of Responsibility: It is very necessary that each. employee in a marketing organisation has the sense of responsibility dutifulness and devotedness to the work. This is only possible when the duties are well defined and employees are made accountable if there is any lapse.
(12) Principle of Exceptions: All problems connected with marketing officials must be reported to the marketing manager so that suitable solution could be made. The employee doing a particular job must be given full authority to perform it. He should not be allowed to escape from his responsibility. However, exceptions in all matters may be considered and dealt with separately.
(13) Principle of Unity and Command: All orders in a marketing organisation must have uniformity irrespective of the officer who is releasing these orders. It is therefore necessary that each employee should be responsible to one single officer.
(14) Principle of Unity of Direction: The direction made from different levels in the organisation must have unity in them.
