Ministry of Education and Sciences, Youth and Sport of Ukraine

Petro Mohyla Black Sea National University

Economic Science Faculty

Department of Professional English Education

Individual work
On the subject: Intercultural Communications

Paper on the topic

“How company has Addressed Intercultural Imperatives in
Marketing.”

Made:
Students of Group #213
Economic Science Department
Petro Mohyla Black Sea National
University
Anastasia Radchuk
Checked:
Head of Professional English
Education department,
Associate professor, PhD
Natalya P. Babkova - Pylypenko

Mykolayiv
2016
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PLAN

Introduction 3
1. Meaning of the marketing control in company 4
1.1 Meaning of marketing 4
1.2 Process of marketing management 5
1.2.1 Type of marketing control 7
1.3 Strategic marketing control 8
2. Control of marketing management 11
2. 1.The role of marketing and perspectives of marketing management 11
2.2. Barriers of marketing and control of marketing management 14
Conclusion 16
References 18
 3

Introduction
Actuality. On the modern level of society development the control of
marketing management is directly connected with profitability. So, the question of
Control of marketing management is very relevant nowadays. On the modern
market economy where competition between producers of goods increases quickly
and consumers become more demanding, every company is interested in effective
management of marketing activities. If the company wants to be successful in
business it should find and satisfy needs of consumers. This approach reflects the
meaning of its marketing focus on customer satisfaction as the ability to achieve
goals and increase profits.

Companies need to know how analyzes market opportunities and choose

prospective target markets, develop effective marketing mix and successfully
manage to the implementation of marketing efforts. Also, companies need to find
new potential markets, introduce innovative technologies and develop new
products for existing customers and new customers. They should monitor
implementation of existing products and explore activities of competitors and
implement conservation measures and improve competitive position in the
marketplace.

If the company wants to achieve sustainable development of the company

and the formation of market relations. Companies need to use marketing
management. It explains actuality of topic.
Task. To reach the pointed goal the following tasks should be fulfilled:
 to describe the views of the control of marketing in the company
 to define type of marketing control
 to analyze the process control of marketing in company
 define perspectives and boundaries of marketing management
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Part 1. MEANING OF THE MARKETING CONTROL IN COMPANY

1.1 Meaning of marketing

Marketing is the process used to determine what products or services may

be of interest to customers and the strategy to use in sales, communications and
business development [1] .
Marketing management: Analysis, planning, implementation, and control
The American Association of Marketing define marketing management as the
process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods, and services in order to create, exchange and satisfy
individual and organizational objectives [3].
Marketing management could also be pictured in terms of a feedback
management method like several system. The provider is managementler and
customer’s method generates control loop.
Control of marketing management - is the final function of management of
marketing activities in the enterprise (firm). During Control implement systematic
monitoring activities of the company; developing corrective actions (or action
adaptation) on factors internal and external environment. Actual results are
compared with planned [4].
So, control of marketing management is steps that an organization takes to
ensure that its marketing plans are successful.
The main objects of marketing control at the company are sales, the size of
revenues and expenses, compliance with the planned and actual results of the
industrial and commercial activity, response to customers offered by new goods
and services and so on.
Main means of marketing control are an analysis of market opportunities,
analysis market share , analysis of the relationship between the cost of marketing
and sales, monitor the attitude of customers [5].
 5

Marketing objectives derive from a firm’s overall objectives and are broken
down into appropriate sub-objectives. Without objectives, monitoring and
therefore marketing aimed at increasing effectiveness and efficiency are
impossible. Especially important is the definition of objectives in terms of the
desired competitive market position. Here, market share is relevant, but also
important is the positioning of the supplier relative to the competition in terms of
quality and price.[6]
Marketing management can be seen as :
- Management activities;
- Management function;
- Demand management.
So, marketing management includes all planning, coordinating , and
observation processes meant to make sure that firm’s objectives, within relevant
competitive arena, area unit achieved.
1.2 Process of marketing management

The process of marketing management – structure and activities

Specialized national and international literature offers a wide range of models that
captures the components of the marketing management process on the three levels
of organizational structure.

Thus, the first structure of the marketing management process presents the
following sequence of phases :

1. understanding the mission of the organization and the importance of

marketing in fulfilling the mission;

2. establishing the marketing objectives;

3. collecting, analyzing and processing information regarding the situation of

the organization, reflected in the light of strengths and weaknesses, environmental
opportunities and threats;

4. developing a marketing strategy - establishing precisely target segments and

their specific needs that the organization will try to meet (the target market
strategy) and develop optimal marketing activities (marketing mix) in fulfilling
the selected target markets. The author considers that marketing mix should
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combine strategies regarding the product, distribution, promotion and price, in a

manner that generates exchanges that satisfy individual and organizational
objectives;

5. marketing strategy implementation;

6. quantification of performances;

7. periodic assessment of marketing efforts, and making changes if

necessary[7] .

Planning Organization Motivation Control Correction

The implementation of the

marketing plan

Develop a plan - The distribution stimulation of correlation of the change and

of action for the of tasks between workers,who results with the correction goals,
implementation employees; implementing a planned result objectives, and
the chosen goals - Setting relations marketing plan actions of the
enterprise
between workers

Picture 1.The main stages of marketing

Because of the dynamic changes in the economy, the effects are felt the
management
company consumer cooperation, there is a need for systematic control of the
condition of the market, the process of selling its own products on it, and also by
the level of profitability. This is why when developing a marketing plan not
foresee any circumstances which may arise during its implementation.

The main components of control are:

- A statement of the real (actual) parameters;

- A comparison of the actual values of the planning;

- Determination of the magnitude and causes of deviations (deviation analysis);

- Determination of measures to correct deviations;

1.2.1 Type of Marketing Control

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On our day firm use 4 type of marketing control :

The first type is annual plan control. The main task of this type of
marketing control is evidence that the company is really achieved its targets for
sales, profit, and other indicators ,which have been established in the annual plan.
The main goal of this type of marketing control to know whether the planned
results are achieved.

For example, management sets up goals for the month or quarter.

Marketing activity of company or firm is performed. If there are deviations from
the plan, then these deviations exploring company's leadership and determine their
causes of appearance. This type of control is used at all levels of the organization.
For each level of management for this purpose are divided into private and
specific. It means that these are private goals, which should achieve a level of the
management or department. Specific goals mean that should be achieved in the
company. As a result, each manager is responsible for the achievement of
indicators according to the particular criteria. When a certain period of time expires
senior management reviews of the activities of employees and determine what
needs to change.

After that there is the analysis of sales (measured by sales volume, and
compared with the planned), the analysis of market share, which has a firm,
analyzing cost / volume of sales (the company must control their costs), then
financial analysis.

The next type of marketing control is control of profitability.

The main goal of this type of control to determine where money are spent
and where companies lost money. Rate profitability on products, territories,
customers, segments of market ,channels of distribution and size of orders.

Companies need to measure the profitability of its products, the territories

in which the sales, customer groups, and market segments. It helps management to
determine the need to expand, reduce or eliminate the production of specific
products and the various of marketing activities. In order to make the analysis
necessary to determine the profitability the functional costs, that determines what
part of the cost spent on each of the actions. The next action is the determination
of the share of functional expenses, that exist on each channel of product
distribution. Then preparing the report on the profit and loss of each marketing
object.
 8

Marketing analysis of profitability shows the profit of different distribution

channels, products, territories, and other objects.

The next type of control is control of efficiency.

The main goal of is evaluating and improve the effectiveness of spending

and the impact of marketing expenditures. Evaluate the effectiveness of sales
personnel, advertising, sales promotion, distribution. When a company begins to
study the efficiency of the staff, the company looking for something that needs to
be improved. Then the company corrects the errors and improve the efficiency of
production or provision of services in a particular area of business.

In order to increase the volume of sales, need to improve your

performance and improve positioning of the product , a clear definition of
advertising pre-testing messages, the use of computers in the selection of
advertising media, conducting tests and interviews after the advertisement. Also to
increase customer interest in the product is necessary to fix the cost of each activity
to increase interest and impact on sales. It is necessary to track the percentage of
sales, amount of expenses for product presentation, the number of requests.

The company should strive to reduce the cost of distribution of the

products. Management is necessary to determine the place and to increase
investment in production and distribution.

So, Control as a management function will be efficient and effective, when

the company developed a clear and valid elements such management: targets; set
up standards or indicators; the timing of planned activities; set up responsibility;
accounting system; Reporting on the implementation of plans; modern means of
control; stimulation of Participants, who take part in production or service ;
Amendments to planned marketing programs; Making decision to intensify actions
or complete programs.

1.3 Strategic marketing control

The last type of marketing control, this type of control is carried out using
inspection marketing business (regular, periodic or episodic).

The need for a strategic control is due, on the one hand, correct
implementation of the chosen strategy and its accordance goals, and the other -
compliance with the conditions dynamic environment and ensure timely responses.
Strategic marketing control and revision of marketing provided regular, periodic or
occasional inspections marketing of the company. Evaluation implementation of
 9

the strategic plans and strategies, marketing activities, identify perspectives for
future activities.

Sometimes companies have to revise marketing objectives. Periodically re-

evaluate the strategic approach to the market. To evaluate the approach needed to
evaluate the effectiveness of marketing and marketing audit.

Evaluating the effectiveness of marketing of the company (or a department)

can be made based on consideration of the status of the five components of the
marketing orientation. These components focus on the buyer, marketing
integration, adequacy of information, strategic orientation and operational
efficiency. There is a special technique that helps to measure and evaluate these
components.

The essence of this method is that for each of the five characteristics are
formulated three questions and a set of answers that cover the whole state of affairs
of any company. Marketing managers and heads of other departments of the
company give the answer to questions . Based on the results of summing are
evaluated the efficiency of a marketing firm. Deepening study the effectiveness of
marketing the company and its strategic control is carried out with the help of
marketing audit.

Marketing audit - a periodic independent research marketing environment,

objectives, strategies and performance of the company (or its department) to
identify problems and potential, which is hidden and develop the plan of action for
improving marketing.

There are several ways to implement marketing audit: audit, which makes
audit department of the company; external audit and others. The audit, which
carries out the department of audit means that managers evaluate their work, but in
this case indicated a lack of objectivity and independence. Typically, the best audit
is exercised by specialists consultants. They are objective and have extensive
experience in companies of various industries.

The procedure of study of marketing involves research of marketing

formal structure of the company, the effectiveness of communication and
interaction between the functional units of the company.

McDonald's is one of the most successful examples of marketing and

marketing control.[3]
 10

Corporation "McDonald's" skillfully has mastered the art of marketing

services on the basis of trade privileges. It carefully selects a location for new
businesses, selects candidates to receive their licenses from the most qualified
entrepreneurs, managers are got fundamental knowledge institutions, supports
high-quality licensees nationwide advertising and sales promotion programs, with
the help of continuously conducted surveys of visitors monitors the quality of food
and service, sends a great effort to improve the technology of cooking steaks, with
a view to simplification of the manufacturing process, reducing costs and
maintenance time.

So, Control over observance the planned strategy for the company, its
mission, goals, and objectives or strategic control, by using marketing audit.
Marketing audit task - set the paragraphs marketing plan is not implemented and
the reasons, whether certain marketing goal and objectives, developed its structure,
how the strategy marketing plan takes into account changes in the market situation,
the environment and so on.
 11

PART 2 CONTROL OF MARKETING MANAGEMENT

2.1 The role of marketing and perspectives of marketing management.

The role and perspectives of marketing control as any other management

functions in the company are specified its place in the enterprise (company) to
achieve his goals. The role of marketing in the enterprise control is implemented
through now achieve the highest performance. In terms of the economic
component of enterprise marketing control involves the study of marketing
activities together, conditions, connections and their results to identify the extent,
effectiveness of the company to achieve marketing goals. It should help:
- Achieve success and increase productivity (quality control processes of
advertising, distribution, sales, etc.);
- Compliance conventional limitations (annual balance control and budgets
on advertising, distribution, etc.).
If we look at in terms of monitoring the implementation of the marketing
plan, it is defined as the process of measuring and evaluating the results of the plan
to implement the chosen strategy. During the monitoring found problems and
barriers to implementation of the plan, are determined necessary to eliminate
corrective measures
Management of the Company determines the role of marketing control,
define its importance, set up its functions and integrating it into the overall
activities of the firm. The greater role of marketing, the more likely that the
company has integrated marketing organization.
After the top management sets goals of the company, marketing service
begins to develop its own system of controlled factors.
The main issues to solve marketing service, include the choice of target
markets, marketing objectives, marketing organizational structure, the structure of
the marketing mix
The goals marketing more consumer-oriented than the goals set up by the
senior management of the company.
 12

The term "control" in the designation of one of the most important factors
of the internal environment should understand extended depending on the object
controlled. Control of performance - is a daily and periodic inspection of all
aspects of marketing activities, including the extent to which operational and
strategic plans of various departments and the company as a whole.
Control as one of the functions of management completes marketing
activities. It is designed for occasionally making adjustments to the strategy
produced.
The task of marketing audit - to set up the paragraphs marketing plan is not
implemented and the reasons, whether certain marketing goal and objectives,
developed its structure, how the strategy marketing plan takes into account changes
in the market situation, the environment and so on.
Effectiveness of marketing activities of the company depends on the
efficiency of marketing support systems, such as marketing planning system, the
system of marketing, marketing control system.
Because the implementation of marketing plans there are many
contingencies, the marketing department should conduct constant of control the
progress of their implementation. Marketing control system needed to be confident
in the effectiveness of the company.
The most important factors that affect the prospects for marketing control
and marketing is financial resources, management concept, and information
provision. The internal potential of the company depends on the financial resources
that are at its possession (equity or opportunities for borrowing). But the
availability of financial resources is positive only if the company is able to guide it
properly selecting the optimum concept of management and control. But the
availability of financial resources is positive only if the company is able to guide it
properly selecting the optimum concept of management and control. However, the
right decision in modern conditions is impossible without the necessary
information management, which is farther increasingly significant factor that
characterizes the marketing prospects of control of the company.
 13

The scale of marketing is extremely broad. It is related to pricing,

warehousing, packaging, creation of the brand, marketing, management, sales staff,
credit, transportation, social responsibility (enterprises, companies), choice of
places to different retail stores, the study of consumer, wholesale and retail trade,
public relations, market research, planning of goods and the provision of
guarantees.
Marketing helps to improve the quality of life. For example, specialists in
this area stimulate the companies, enterprises, safer products, such as cigarettes
with low tar and safe for children caps for bottles; developed message to the public
on energy saving, treatment of diseases, driving safety, alcohol abuse, etc .; help
the recognition and dissemination of new products, ideas and services. With each
year, the theme will melt more and more relevant to our world.
In conditions of market relations, and especially during the transition
period to the market marketing is one of the most important economic disciplines.
On how properly constructed marketing system depends on the effective
functioning of the entire economy. With the development of globalization, the task
of marketing have changed substantially and its use in the competitive and volatile
markets allows firms to significantly improve the cost-effectiveness of its
activities. Currently, there is computerization. In parallel with the development of
the Internet instructed to develop Internet marketing. Today Internet marketing
widespread and is used by many companies. Internet marketing affects many areas
such as the recording industry, banking, and electronic equipment. Internet
marketing and advertising are different channels. So as you can see the
development of online marketing under this control will develop marketing
activity. Just as there are prospects of marketing activities so there are prospects
for control of marketing activities, as they are interrelated.
Analyzing the currently active processes on the world market can
determine the prospects of marketing, which include the following:
 there are coordination and integration of various activities and
communications across the company.
 14

 becoming increasingly important service sector, which is growing

rapidly and pervades all stages of marketing and control of
marketing activities
 There strengthen the function of the marketing firm that is not to
maximize and expand sales of products, but rather deterring
competitors transmission.
So, marketing is an independent branch of the company at its output to foreign
markets, which is a requirement that each subject could successfully compete and
meet its own goals in the market.
2.2 Barriers of marketing and control of marketing management.
Any organization going through changes, often responds to exhibiting certain
barriers.
However, the use of marketing management in enterprises can be exposed to a
number of barriers and problem :
1) overcome the psychological barrier of managers and professionals on the
need for marketing. Marketing should implement now because it considers
as way increase efficiency of management system and means of providing
orientation of on most satisfied needs reorientation of "needs of production"
to "market needs"
2) Organizational barrier. It means the lack of full understanding of the leader's
mechanisms for implementing decisions and how performers work. Anti-
organizational culture implementation of the information system. The need
for the formation of a qualified team which will implement marketing.
3) The ability to adapt to external changes. In a market economy, the changing
nature of enterprises, increasing the level of uncertainty and risk.
Skills adapt to the economic situation becomes necessary as a change
"management philosophy" of the company . At the fore of management,
based on the system approach and situational approach. This approach
ensures "survival" in the marketplace. So, company is able to accurately
assess the situation and its possible consequences, to take measures to
control the situation promptly adjust tactics and strategy of the company;
 15

4) Тhe need for staffing of qualified professionals. A market economy requires

new qualified managers and specialists with new thinking, who possessing
modern methods of implementation of industrial and commercial activities
capable creatively of solving market problems promptly adapt to changes in
the marketing environment and ensure profitable operation of enterprises.
5) The ability to form the necessary system of marketing information. The need
to obtain information that describes the likely market reaction involves
creating marketing information system that takes into account the amount
and type of information required, sources of income, methods of others. The
effectiveness of largely dependent on the ability to not only create
computerized information systems but also introduce new information
technology;
So, the formation of market relations in a country necessitates a new approach
to the management of the production and marketing of goods, an approach that
embodies the new philosophy of management, the implementation of the latter
to a new level.
 16

Conclusion

On the modern level of technology, science, technology and development

factors of production only organization that uses rational marketing management
can be successful in their work. This organization should constantly seek new
ways to adapt to the living conditions of the market.
Marketing offers manager or entrepreneur specific instructions how to
achieve positive results in economic activity in certain market segments, as these
instructions can reduce the risk of the enterprise.

When a company forms a model of marketing control, it ought to comply

with the following points:
 First, the formation control objectives should decide immediately to achieve
planned business in the marketing.
 Second, determine in which controls may evaluate the results of the
marketing plan.
 Thirdly, that this time is the company that progress has been made, whether
they are task.
 Fourth, for the reasons given situation there.
 Fifthly whether it is possible to change the current situation by means of
which events.

Marketing control is a real tool for improving the effectiveness of
marketing and management activity of the company. Appointment of marketing
control - obtain information on the law and characteristics the market development
and compliance of customer's needs. It should apply not only to economic and
financial data but also to assess the quality and performance of its competitive
position.
 17

Marketing control involves the calculation of complete cost of production

and sale of goods, the size of the cost of sales per individual components (sales,
advertising, transportation), calculating costs separately for each sales channel, a
profit and loss, to identify the most promising of them and adjust sales policy of
the company.
Goal is reached because this task is done :
 to describe the views of the control of marketing in the company
 to define type of marketing control
 to analyze the process control of marketing in company
 define perspectives and boundaries of marketing management
 18

References

1. Drucker, P. F. The practice of management. New York: Harper and Row,

1954

2. Herald A. Strategic Management\A. Herald Vienna,2007

3. Kotler P. Principles of marketing \P. Kotler, Gary Armstrong.1996

4. Grönroos C. Defining Marketing: A Market‐Oriented Approach\C.

Grönroos, 1989

5. McDaniel C. , Hair J. , Lamb C. Essentials of Marketing \ C. McDaniel, J.

Hair, C. Lamb, 2007

6. Pelishenko W. Marketing Management \ W. Pelishenko 2003

7. Days A. Project Management Blunders\A. Days Bangkok,2010

8. Kotler, P., - Marketing Management: Analysis, planning, implementation

and control,New Jersy, Prentice Hall Pearson Prentice Hall, 2004.

9. Aaker, A.D., - Strategic market management, JohnWiley&SONS, Inc., 2007

10.Drummond, G. - Strategic Marketing: Planing and Control, 2-nd edition,

Butterworth Heinemann, Oxford, 2001.