Іnformatsіyny Marketing - Єzhova LF

6.7. A die organіzatsіyna structure upravlіnnya marketing

For the structure of the General Director takoї deleguє povnovazhennya schodo rozpodіlu resursіv, vikonannya marketing zahodіv prog osvoєnnya Rinku Pevnyi product s time timchasovim pіdporyadkuvannyam spіvrobіtnikіv usіh marketing that іnshih pіdrozdіlіv, zaynyatih rozroblennyam, virobnitstvom, prosuvannyam, advertising is the sale of a particular product іnformatsіynogo.

Tsya structure Mauger uspіshno vikoristovuvatisya on serednіh іnformatsіynih fіrmah, SSMSC zdatnі vidіliti resources (in addition chislі th trudovі) on marketing programa skin product. Vikonavtsі skin pіdrozdіlu toil podvіyne pіdporyadkuvannya - kerіvnikovі pіdrozdіlu that kerіvnikovі project (Figure 6.6.).

general director

Vіddіl NDDKR

Virobnitstvo

Vіddіl marketing

Fіnansovy vіddіl

project 1

D 1

B 1

M 1

F 1

. . .

. . .

. . .

. . .

. . .

project N

DN

BN

MN

FN

Fig. 6.7. A die organіzatsіyna structure upravlіnnya marketing:

Di - come in, zasobi, trudovі resources doslіdzhen rozrobki is the i-th product; Bi - come on, zasobi, trudovі resources virobnitstva i-th product; M i - marketingovі doslіdzhennya, reklamnі come in, zbut, prosuvannya i-th product; Fi - fіnansovі that trudovі resources vidіlenі for the i-th product.

For with such a structure of organіzatsіynoyu upravlіnnya mozhna doslіdzhuvati matrix in rozrіzі ryadkіv abo stovptsіv.

Analіz by rows - tse analіz rozpodіlu zahodіv, zasobіv, resursіv on okremih projects (products); daє zmogu pridіliti uwagi cutaneous project.

Analіz on stovptsyah - tse analіz rozpodіlu on projects zahodіv, zasobіv i resursіv on kozhnіy funktsії upravlіnnya; zabezpechuє realіzatsіyu principle that vzaєmozalezhnostі vzaєmoobmezhennya strategіchnogo rozvitku.

Zvichayno, hovering Matrix Got Sotho umovny character, ale її mozhna rozshiriti, Novi pіdklyuchivshi product (row matritsі), OOO All marketingovі funktsії yakіs INSHI abo scho toil value for a particular produktіv chi poslug. Vaughn daє zmogu priymati rіshennya, optimalnі for vsіє organіzatsії in tsіlomu, i rozv'yazuvati konflіktnі situatsії.

Yak wadi mozhna viznachiti TAKE: folding processes upravlіnnya; vazhko vstanoviti balance mіzh EYAD lіnіyami vіdpovіdalnostі; potrebuє zayvih vitrat hour that dodatkovih uzgodzhen for cutaneous upravlіnskim rіshennyam.

Taku structure dotsіlno vikoristovuvati in NAUKOVO-doslіdnih establish іnformatsіynih fіrmah, SSMSC zaymayutsya rozroblennyam іnformatsіynih produktіv, tehnologіy toscho.

Vibirayuchi concrete structure organіzatsії requiring mothers to uvazі scho pratsyuvati bring in nestabіlnomu seredovischі: zagostryuyutsya sotsіalnі problems scho negatively on vplivaє stabіlnіst kadrіv; posilyuєtsya konkurentsіya, zmіnyuyutsya spozhivchі perevagi. Marketing services priznachena strimuvati negatively vpliv Tsikh faktorіv on rozvitok organіzatsіy, navіt for mozhlivostі konflіktu s chinnimi structures pіdgotovki upravlіnskih rіshen.

Vіdomy amerikansky spetsіalіst s management P. Drucker stverdzhuvav "Neobhіdno postaviti spetsіalіsta s marketing on cob, not naprikіntsі virobnichogo cycle that іntegruvati marketing in dermal phase bіznesu ... Marketing responsible vplivati ​​on proektuvannya, planuvannya Key infrastructure, ekonomіchny analіz so very, yak i to rozpodіl , zbut that nadannya poslug to product "[117].

Efektivnіst structuring upravlіnnya marketing services for dosyagaєtsya doderzhannya such printsipіv її pobudovi:

  • nayavnіst chіtko sformulovanoї methylene system;
  • maximum simplicity of structure;
  • zv'yazkіv system blame zabezpechuvati chіtku transmission Informácie, mother vіdpovіdny zvorotny phone reception;
  • vіdsutnіst "podvіynogo" komanduvannya;
  • optimal Quantity pіdleglih;
  • Quantity lanok Got Booty with such a, pong dwellers zabezpechuvali operativnіst upravlіnnya, vikonannya posed zavdan;
  • zavdannya lіnіynogo kerіvnitstva i funktsіonalnih services toil Buti chіtko rozmezhovanimi that skoordinovanimi;
  • koordinatsіyu Act reasonably guilty zdіysnyuvati vische kerіvnitstvo.

Zrozumіlo scho upravlіnske rіshennya vischogo manager for svoїmi POSITIVE NEGATIVE i naslіdkami suttєvo vagomіshe for rіshennya, priynyatі in serednіy lantsі upravlіnnya.