The Marketing Department of a Company enjoys a high degree of responsibility, as it constitutes the major implementa-tional part of the overall marketing strategy. In order to ensure that measures for the overall performance of the company are achieved within the defined limits of the budget, time and resources, it is necessary for the Marketing Department to follow the prescribed procedure. A wide range of procedures has been devised for ensuring efficient performance by the Marketing Department. These procedures have evolved from the need to improve upon the various shortcomings in the earlier applications of the department and to enhance the efficiency of its overall functioning. The main aim was to improve the quality of service rendered by the company and to improve the market share gained by the company.
In order to ensure that the company applies certain principles in its dealings with customers and also in providing a consistent and reliable service, it is necessary to formulate rules and regulations which define the basic framework of the activities of the Marketing Department. It is also necessary to establish the maximum permissible levels of service and behavior of the Marketing Department. One of the primary functions of the Marketing Department is to establish the financial feasibility of the activities of the Company. This function is further exercised when the company undertakes foreign operations.
In order to facilitate the smooth implementation of its plans, the Marketing Department must have well defined policies and plans, and its performance must be monitored on a regular basis. The policies and plans must be in written form and it is very important to define what is to be covered and what is not. The policies must be able to ensure and control risks to the financial viability of the Company and also to ensure compliance with the requirements of the law and of the customers of the Company. One of the main features of Marketing policies is flexibility.
In order to be able to deal with the risks involved in international operations and to provide a reliable service to the customers, the Marketing Department Procedures must be applicable in all fields. The Consultant has to evaluate and explain to the Management team the various aspects of the operations of the Company and the effects of their growth on the organizational structure, the production and sales. The Consultant has to present in detail all the projections made in the previous year and make forecasts concerning future year’s results. In addition, in order to be able to understand the customer’s needs, the Consultant has to prepare and develop marketing strategies based on statistical analysis of past performance and analysis of marketing trends in order to provide a competitive advantage to the Company. Finally, the Consultant has to monitor and to make recommendations regarding all aspects of the performance of the Company, in particular, its financial performance.
It is required by the law that the Marketing Department Procedures includes a clause enabling the company to undertake independent reviews as well as periodic independent technical examinations of its performance. This clause has to be strictly observed since it enables the company to ensure that the procedures are consistent with the objectives of the company. The implementation of such clauses may lead to certain changes that may alter the Company’s objectives or may otherwise result in the need for reexamination of the previous years’ performance.
There are also specific procedures in order to implement changes in the internal structures of the Company. For instance, the Accounts Department is empowered to formulate and approve plans for investment activities, in order to ensure that these activities are conducted according to the financial plans and projections approved by the Management Board. In addition, the Accounts Department is also empowering to submit reports on the results of such activities to the Management Board, for the purpose of reviewing such activities and to make necessary adjustments. Finally, the Accounts Department is responsible to ensure that periodic reports issued by the Management Board are delivered on time and in full.