DEFINITION OF MANAGEMENT AND MANAGEMENT FUNCTION AND SCOPE OF MARKETING.
Before the 20th century , there were two important events in management science
. The first event occurred in 1776 , when Adam Smith published a classical
economic doctrine , The Wealth of Nations . In his book , he argued the
economic advantages to be derived from the organization of the division of
labor ( division of labor) , which details the work into specific tasks and
repetitive . Using the pin manufacturing industry as an example , Smith said
that with ten people each doing a specialized job - pin company can produce
approximately 48,000 safety pins in a day . However , if everyone works
themselves completing each part of the work , it was great when they were able
to produce ten pin a day . Smith concluded that division of labor can increase
productivity by ( 1 ) increasing the skills and dexterity of each worker , ( 2
) save the time wasted in the turn of the task , and ( 3 ) creating machines
and other inventions that can save labor .
The
second important event that
influenced the development of management
science is the Industrial
Revolution in England. The
Industrial Revolution marks the start of the use of the machine, replacing human labor, resulting
in the relocation of production
activities from the
houses to the special place
called the factory. This resulted
in the displacement of managers
when it needs a
theory that can
help them predict
demand, ensure adequate supplies of raw materials,
assign tasks to subordinates, directing day-to-day activities,
etc., so that science
manajamen was developed by experts. One important point
in management is
the function of
the management, and
on this occasion the author will give some expert opinions about the management functions that I have the chain in this article.
A. Definition
of Management
Management is the science and art of regulating the use of human resources and other
resources effectively and efficiently to achieve a certain goal. (Drs. H. Malay
S.P. Hasibuan - 1985).
The term management has various terms. Adl use universally resource management Organizations
For achieving the goals and performance of eminence in various types of profit and
non-profit organizations.
The definition put forward by management that Daft (2003:4) as follows: "Management
is the Attainment of organizational goals in an effective and efficient manner through
planning organizing leading and controlling organizational resources". Opinion
was less LBH means that management is the attainment of organizational goals with
effective and efficient way that through planning organizing directing and monitoring
organizational resources.
Plunket
et al . ( 2005:5 ) defines management as " One or more managers
individually and Collectively setting and Achieving goals by exercising related
functions (planning organizing staffing leading and controlling) and
coordinating various resources ( information materials money and people )
" . Opinion was less LBH means that management is one or LBH managers who
individually or jointly formulate and achieve goals with organizational perform
related functions ( planning pengorgnisasian staffing guidance and supervision
) and coordinate a variety of resources ( money and material information people
) .
The manager himself by Plunket et al . ( 2005:5 ) are people who are allocate and oversee the use
The manager himself by Plunket et al . ( 2005:5 ) are people who are allocate and oversee the use
of
resources so a person who regulate and control the use of resources .
Lewis
et al . ( 2004:5 ) defines management as : " the process of administering
and coordinating resources effectively and efficiently in an effort to Achieve
the goals of the organization . " Opinion was less LBH means that
management is the process of managing and coordinating resources - resources
effectively and efficiently as attempt to tackle to achieve organizational
goals.
According
to Mary Parker Follett who was quoted by Handoko ( 2000:8 ) management is the
art work done through other people . This definition implies that managers
achieve organizational objectives through setting the others to carry out a
variety of tasks that may be required .
B. Management
Functions
Management by the authors divided into several functions , the division of management functions of this goal is :
Management by the authors divided into several functions , the division of management functions of this goal is :
- For a more systematic discussion on a more regular sequence
- In order for the discussion of analysis easier and more in-depth
- To guide the implementation of the management process for managers .
Management functions are carried out in a series of activities based management
functions respectively and follow the specific steps in its implementation .
Management functions , as explained by Nickels , McHug and McHugh (1997 ) ,
consists of four functions , namely :
• Planning
Planning or Planning , which is a process involving the efforts carried out to anticipate the trend in future , and determination of appropriate strategies and tactics to achieve organizational goals and objectives . Among the trend of the business world today , for example , how to plan an environmentally friendly business , how to design a business organization that is able to compete in the global competition , and so forth .
• Organizing
Organizing or Organizing , namely the process of how strategies and tactics that have been formulated in the planning of organizational structure is designed in a fast and robust , system and organizational environment that is conducive , and can ensure that all parties in the organization can work effectively and efficiently to the achievement of organizational goals .
• Implementation
Implementation or Directing , namely the implementation of the program to be executed by all parties within the organization and motivate the process so that all parties can carry out their responsibilities with full awareness and high productivity .
Definition of Marketing
Marketing is a social process in which managerial individuals and groups obtain their needs and desires by creating , offering and exchanging something of value to each other . This definition is based on the core concept , namely : the needs , desires and demands ; market , marketing and marketers .
Destination Marketing is to know and understand the customer so that the products that are sold will be matched according to the wishes of customers , so that the product can be sold by itself . Ideally marketing lead customers ready to buy so that should be in the next fikirkan is how to make these products available .
Definition of marketing by some experts interpreted to be:
1 . William J Stanton , stating that : Marketing is the overall internal related business activities aimed at planning , pricing, promoting and distributing goods and services that will satisfy the needs of both the buyer and the buyer that there is a potential buyer .
2 . Philip and Duncan , stated that : Marketing covers all the steps used or needed to put tangible goods to consumers .
3 . American Marketing Association , stated that : Marketing includes the implementation of commercial business activities are directed at the current flow of goods and services from producers to consumers .
The main function of marketing activities carried out why :
1 . To provide information about the products sold by the company .
2 . To influence consumer buying decisions .
3 . To create the economic value of an item .
Main activities of marketing
The main activities of marketing or also called the marketing mix is an enterprise device consisting of 4 variables ie product , price structure , promotion and distribution channels in order to determine the level of success of a marketing company that can give satisfaction in meeting the needs of selected customers or market segments expected .
Marketing Mix
1 . Product ( Product ) .
Is a form of organization offers services
intended to achieve the objectives through the satisfaction of customer needs
and wants . Products here can be anything ( both physical tangible or not )
that can be offered to potential customers untuk.memenuhi specific needs and
desires . Product is all that is offered to the market for attention , obtained
and used or consumed in order to meet the needs and desires in the form of
physical , services , people , organizations and ideas .
Product is the result of the company's production activities which will be selling the company or the company purchased goods for resale to final consumers ( for a trading company ) . In discussing what the product as one of the four marketing mix variables then we divide into 3 parts :
a. Selection of products
b . Packaging of goods
c . brand items
2 . Price ( Price )
Mix prices with respect to strategic and tactical policies such as price level , the structure of discounts , payment terms and the level of price discrimination between different groups of customers . Price describe the amount of dollars that must be issued a consumer to obtain a single product and the price should be affordable to consumers .
Definition according to Philip Kotler is the price : " The price is the amount of money charged for a product or service . More broadly , price is the sum of all the values that consumers exchange for the benefits of having or using the product or service " . Price is the amount of money charged for a product or service . More broadly , price is the value exchanged for consumers to benefit from the ownership of a product or service . While Stanton defines price : " Price is the amount of money and or goods needed to acquire some combination of another companying its goods and services" . The definition above implies that the price is an amount of money and or items needed to get a combination of other items , along with the provision of services . Price is an element of the marketing mix that is flexible , where one day the price will be stable within a certain time but in an instant price may also increase or decrease and also the only element that generates revenue from sales .
Price is the amount of money that must be paid by the user to obtain a product . In other words, someone will buy our goods if the sacrifice incurred ( money and time ) in accordance with the benefits derived from the prouksi ( Moenroe , 1990) . If this product is associated with the service , then someone will come to our place if time or money is sacrificed to obtain the services of our products in accordance with product service offered .
Price and price policy is the most contentious element in marketing . Price is the only marketing strategy variables associated with the income , however the price brings its own problems . Condous (1983 ) suggests , " ... when charging ( charging) is a must , then the amount should be adjusted to the user's ability . "
• Planning
Planning or Planning , which is a process involving the efforts carried out to anticipate the trend in future , and determination of appropriate strategies and tactics to achieve organizational goals and objectives . Among the trend of the business world today , for example , how to plan an environmentally friendly business , how to design a business organization that is able to compete in the global competition , and so forth .
• Organizing
Organizing or Organizing , namely the process of how strategies and tactics that have been formulated in the planning of organizational structure is designed in a fast and robust , system and organizational environment that is conducive , and can ensure that all parties in the organization can work effectively and efficiently to the achievement of organizational goals .
• Implementation
Implementation or Directing , namely the implementation of the program to be executed by all parties within the organization and motivate the process so that all parties can carry out their responsibilities with full awareness and high productivity .
• Control
Control and Monitoring Controlling Arau , which is a process that is done to make sure the entire series of events that have been planned , in ¬ organizing , and implemented can be run in accordance with expectations despite various changes occur in the environment facing the business world .
Many experts are different views on the management functions but the essence remains the same , that :
1 . Management consists of various processes which consists of certain steps that serve to achieve organizational goals .
2 . Each stage has a relation to one another in the achievement of organizational goals
Diagrammatic , if we associate the organization's goals ( to be achieved effectively and efficiently ) and organsaisi resources with management functions just described , it can be seen in the following figure :
The picture explains that the management functions required in order for the overall organization's resources can be managed and used effectively and efficiently so that organizational goals can be achieved .
Activity - kegiatna in function menajamen
- Function Planning ( Planning)
a. Setting objectives and business targets
b . Formulate strategies to achieve the goals and targets of the business
c . Determine the resources required
Control and Monitoring Controlling Arau , which is a process that is done to make sure the entire series of events that have been planned , in ¬ organizing , and implemented can be run in accordance with expectations despite various changes occur in the environment facing the business world .
Many experts are different views on the management functions but the essence remains the same , that :
1 . Management consists of various processes which consists of certain steps that serve to achieve organizational goals .
2 . Each stage has a relation to one another in the achievement of organizational goals
Diagrammatic , if we associate the organization's goals ( to be achieved effectively and efficiently ) and organsaisi resources with management functions just described , it can be seen in the following figure :
The picture explains that the management functions required in order for the overall organization's resources can be managed and used effectively and efficiently so that organizational goals can be achieved .
Activity - kegiatna in function menajamen
- Function Planning ( Planning)
a. Setting objectives and business targets
b . Formulate strategies to achieve the goals and targets of the business
c . Determine the resources required
d . Establish
standards / indicators of success in achieving objectives and business targets
- Function Organizing ( Organizing )
a. Allocating resources , and formulating amenetapkan tasks , and assign the necessary rposedur
b . Establish ornganisasi structure that shows lines of authority and responsibility
c . Kegiatna recruitment , selection, training , and resource development mansuia / labor
d . Placement of human resource activities in the most appropriate position
- Implementation function ( Directing )
a. Implement the leadership , guidance , and motivation to the workforce in order to work effectively and efficiently in the attainment of goals
b . Routine tasks and provide an explanation of the work describes the use within the policy set
- Function Monitoring ( Controlling )
a. Evaluating the success in achieving business objectives and targets in accordance with predetermined indicators
b . Take a step clarification and correction of the irregularities that may be found
c . Perform a variety of alternative solutions to bnerbagai problems associated with the achievement of business objectives and targets .
- Function Organizing ( Organizing )
a. Allocating resources , and formulating amenetapkan tasks , and assign the necessary rposedur
b . Establish ornganisasi structure that shows lines of authority and responsibility
c . Kegiatna recruitment , selection, training , and resource development mansuia / labor
d . Placement of human resource activities in the most appropriate position
- Implementation function ( Directing )
a. Implement the leadership , guidance , and motivation to the workforce in order to work effectively and efficiently in the attainment of goals
b . Routine tasks and provide an explanation of the work describes the use within the policy set
- Function Monitoring ( Controlling )
a. Evaluating the success in achieving business objectives and targets in accordance with predetermined indicators
b . Take a step clarification and correction of the irregularities that may be found
c . Perform a variety of alternative solutions to bnerbagai problems associated with the achievement of business objectives and targets .
Marketing is a social process in which managerial individuals and groups obtain their needs and desires by creating , offering and exchanging something of value to each other . This definition is based on the core concept , namely : the needs , desires and demands ; market , marketing and marketers .
Destination Marketing is to know and understand the customer so that the products that are sold will be matched according to the wishes of customers , so that the product can be sold by itself . Ideally marketing lead customers ready to buy so that should be in the next fikirkan is how to make these products available .
Definition of marketing by some experts interpreted to be:
1 . William J Stanton , stating that : Marketing is the overall internal related business activities aimed at planning , pricing, promoting and distributing goods and services that will satisfy the needs of both the buyer and the buyer that there is a potential buyer .
2 . Philip and Duncan , stated that : Marketing covers all the steps used or needed to put tangible goods to consumers .
3 . American Marketing Association , stated that : Marketing includes the implementation of commercial business activities are directed at the current flow of goods and services from producers to consumers .
The main function of marketing activities carried out why :
1 . To provide information about the products sold by the company .
2 . To influence consumer buying decisions .
3 . To create the economic value of an item .
Main activities of marketing
The main activities of marketing or also called the marketing mix is an enterprise device consisting of 4 variables ie product , price structure , promotion and distribution channels in order to determine the level of success of a marketing company that can give satisfaction in meeting the needs of selected customers or market segments expected .
Marketing Mix
Kotler ( 2000)
defines that " the marketing mix is a group of marketing tricks that
companies use to achieve its marketing objectives in the target market " .
While
Jerome McCarthy in Tjiptono Fandy (2004 ) formulated the marketing mix into 4 P
( Product, Price , Promotion and Place ) .
1 . Product ( Product ) .
Product is the result of the company's production activities which will be selling the company or the company purchased goods for resale to final consumers ( for a trading company ) . In discussing what the product as one of the four marketing mix variables then we divide into 3 parts :
a. Selection of products
b . Packaging of goods
c . brand items
2 . Price ( Price )
Mix prices with respect to strategic and tactical policies such as price level , the structure of discounts , payment terms and the level of price discrimination between different groups of customers . Price describe the amount of dollars that must be issued a consumer to obtain a single product and the price should be affordable to consumers .
Definition according to Philip Kotler is the price : " The price is the amount of money charged for a product or service . More broadly , price is the sum of all the values that consumers exchange for the benefits of having or using the product or service " . Price is the amount of money charged for a product or service . More broadly , price is the value exchanged for consumers to benefit from the ownership of a product or service . While Stanton defines price : " Price is the amount of money and or goods needed to acquire some combination of another companying its goods and services" . The definition above implies that the price is an amount of money and or items needed to get a combination of other items , along with the provision of services . Price is an element of the marketing mix that is flexible , where one day the price will be stable within a certain time but in an instant price may also increase or decrease and also the only element that generates revenue from sales .
Price is the amount of money that must be paid by the user to obtain a product . In other words, someone will buy our goods if the sacrifice incurred ( money and time ) in accordance with the benefits derived from the prouksi ( Moenroe , 1990) . If this product is associated with the service , then someone will come to our place if time or money is sacrificed to obtain the services of our products in accordance with product service offered .
Price and price policy is the most contentious element in marketing . Price is the only marketing strategy variables associated with the income , however the price brings its own problems . Condous (1983 ) suggests , " ... when charging ( charging) is a must , then the amount should be adjusted to the user's ability . "
3 . Promotion (
Promotion )
Promotion mix includes a variety of methods , namely Advertising , Sales Promotion , Face to Face Sales and Public Relations . Reflects the way in which the company in order to sell products to consumers .
Understanding Campaign .
Promotion is the flow of information or persuasion one way to steer the organization or person to create transactions between buyers and sellers .
Promotion is the final activity of the marketing mix is very important because now the market is most likely to be mostly a buyer's market where the final decision of buying or selling strongly influenced by the consumer . Therefore, the buyer is king . The manufacturers of various goods compete to win the hearts of buyers that are interested and want to buy goods it sells .
Promotion mix includes a variety of methods , namely Advertising , Sales Promotion , Face to Face Sales and Public Relations . Reflects the way in which the company in order to sell products to consumers .
Understanding Campaign .
Promotion is the flow of information or persuasion one way to steer the organization or person to create transactions between buyers and sellers .
Promotion is the final activity of the marketing mix is very important because now the market is most likely to be mostly a buyer's market where the final decision of buying or selling strongly influenced by the consumer . Therefore, the buyer is king . The manufacturers of various goods compete to win the hearts of buyers that are interested and want to buy goods it sells .
Basically buying
decisions heavily influenced by motives emotional considerations , such as :
feeling proud , suggestions , wishful thinking and so on . But
it can also be a rational buyer purchase such : because considering riwatnya ,
economic , in terms of practicality , cost , transportation and so on .
In the promotion , there are several activities performed , in general there are four usual activities , namely :
a. Advertising .
b . Personal selling .
c . Sales promotion .
d . Publicity and public relations .
4 . Channel Distribution ( Place )
Is a decision regarding the distribution of the ease of access to services for customers . The place where the product is available in a number of distribution channels and outlets that allow consumers to easily obtain a product .
Understanding Distribution Channels .
Definition according to Philip Kotler of the distribution is : " The company undertakes to the various make the product accessible and available to the target customer " . Various activities of the company to make its products easily accessible and available to target consumers .
As one of the marketing mix variables , place / distribution has a very important role in helping companies ensure their products , because the purpose of the distribution is to provide goods and services needed and desired by the consumer at the right time and place .
The selection of distribution channels
Location decisions and the channels used to deliver services to customers involves thinking about how to send or deliver services to customers and where it will be done . It should be considered because the services often can not be determined from which it is produced and consumed at the same time . Distribution channels can be viewed as a collection of interdependent organizations involved with each other in the process of providing a product / service to be used or consumed . Delivery of the service company should be able to find an agent and the location to reach widespread population .
In the promotion , there are several activities performed , in general there are four usual activities , namely :
a. Advertising .
b . Personal selling .
c . Sales promotion .
d . Publicity and public relations .
4 . Channel Distribution ( Place )
Is a decision regarding the distribution of the ease of access to services for customers . The place where the product is available in a number of distribution channels and outlets that allow consumers to easily obtain a product .
Understanding Distribution Channels .
Definition according to Philip Kotler of the distribution is : " The company undertakes to the various make the product accessible and available to the target customer " . Various activities of the company to make its products easily accessible and available to target consumers .
As one of the marketing mix variables , place / distribution has a very important role in helping companies ensure their products , because the purpose of the distribution is to provide goods and services needed and desired by the consumer at the right time and place .
The selection of distribution channels
Location decisions and the channels used to deliver services to customers involves thinking about how to send or deliver services to customers and where it will be done . It should be considered because the services often can not be determined from which it is produced and consumed at the same time . Distribution channels can be viewed as a collection of interdependent organizations involved with each other in the process of providing a product / service to be used or consumed . Delivery of the service company should be able to find an agent and the location to reach widespread population .
Distribution
channel is the channel used to distribute goods manufacturers products to
consumers , either through the transfer of rights ( tenure ) until the transfer
of goods or simply the transfer of ownership rights only.
The selection of distribution channels should consider the following matters :
a. The nature of the buyer , such as buying habits , purchase frequency , geographical location etc. .
b . The nature of the product .
c . Intermediate properties .
d . The nature of competitors
e . The nature of the company , and so on
In modern marketing concept that refers to many companies in the marketing mix in designing marketing programs . Marketing mix consists of product , price , promotion and distribution channels have a crucial role to the success of a company's marketing program . By doing the planning of the company's four marketing mix is expected to formulate appropriate marketing programs for products to be offered to consumers .
Planning products produced by the company must be strictly in accordance with the needs of consumers . In addition , the resulting product should reflect good quality . This is to conform with the objectives of the company in which the products are acceptable and in accordance with the needs of consumers and to satisfy consumers . Because the product is the central point of marketing activities , the success of an enterprise can be seen from the response shown by the consumer .
In the competitive situation and the changes that the company is moving so quickly suppressed by factors external actors such as changes in technology , economic , social, cultural and market . On the other hand , internal organizational changes companies face no less severity , such as the issue of corporate culture , structure , employees , shareholders . In situations like this marketing concept is no longer enough just to talk about selling , advertising or even the concept of 4P marketing mix ( product, place , pricing , and promotion ) .
Marketing should be seen as a concept of business strategy ( strategic business concept) . This means that marketing is no longer just marketing as it is , but must be integrated with the overall corporate strategy .
The selection of distribution channels should consider the following matters :
a. The nature of the buyer , such as buying habits , purchase frequency , geographical location etc. .
b . The nature of the product .
c . Intermediate properties .
d . The nature of competitors
e . The nature of the company , and so on
In modern marketing concept that refers to many companies in the marketing mix in designing marketing programs . Marketing mix consists of product , price , promotion and distribution channels have a crucial role to the success of a company's marketing program . By doing the planning of the company's four marketing mix is expected to formulate appropriate marketing programs for products to be offered to consumers .
Planning products produced by the company must be strictly in accordance with the needs of consumers . In addition , the resulting product should reflect good quality . This is to conform with the objectives of the company in which the products are acceptable and in accordance with the needs of consumers and to satisfy consumers . Because the product is the central point of marketing activities , the success of an enterprise can be seen from the response shown by the consumer .
In the competitive situation and the changes that the company is moving so quickly suppressed by factors external actors such as changes in technology , economic , social, cultural and market . On the other hand , internal organizational changes companies face no less severity , such as the issue of corporate culture , structure , employees , shareholders . In situations like this marketing concept is no longer enough just to talk about selling , advertising or even the concept of 4P marketing mix ( product, place , pricing , and promotion ) .
Marketing should be seen as a concept of business strategy ( strategic business concept) . This means that marketing is no longer just marketing as it is , but must be integrated with the overall corporate strategy .
REFERENCE SOURCE :
-Hermawan Kartajaya dan Philip Kotler, 2002, Rethinking
Marketing; Sustainable Marketing Enterprise in Asia. Jakarta: Prenhallindo.
- Keegan, Warren J. 1996, Manajemen Pemasaran Global: Alih Bahasa, Alexander Sindoro Jilid 1, Jakarta: Prenhallindo.
- Widyatmini,1995, Pengantar Bisnis,Cetakan ke IV edisi 1,seri,Depok,Seri Diktat Kuliah: Gunadarma
- Gruenwald, G. 1985. Seri Pemasaran dan Promosi, Pengembangan Produk Baru, PT Alex Media Komputindo, Jakarta
- Drs.
H. Malayu S.P. Hasibuan, Dasar-Dasar Perbankan, Jakarta: Bumi Aksara,
2004, hal. 54
-Rahmat, Definisi Manajemen, disalin dari website:
http://blog.re.or.id/definisi-manajemen.htm- Keegan, Warren J. 1996, Manajemen Pemasaran Global: Alih Bahasa, Alexander Sindoro Jilid 1, Jakarta: Prenhallindo.
- Widyatmini,1995, Pengantar Bisnis,Cetakan ke IV edisi 1,seri,Depok,Seri Diktat Kuliah: Gunadarma
- Gruenwald, G. 1985. Seri Pemasaran dan Promosi, Pengembangan Produk Baru, PT Alex Media Komputindo, Jakarta
Trisnawati
Sule, Ernie, Pengantar Manajemen, (KEncana: Jakarta), hal. 8
My Opinion : actually a lot of issues and the scope of
the management if we want to observe and learn . like the article above that
there are so many experts on management understanding . Management is the
science and art of regulating the use of human resources and other resources
effectively and efficiently to Achieve a certain goal . ( Drs. H. Malay S.P. Hasibuan
- 1985 ) .
The definition put forward by management that Daft ( 2003:4 ) as follows : "Management is the Attainment of organizational goals in an effective and efficient manner through planning organizing leading and controlling organizational resources" . Opinion was less LBH means that management is the Attainment of organizational goals with effective and efficient way that through planning organizing directing and monitoring of organizational resources. and many other experts opinion on management . management functions are:
• For a more systematic discussion on a more regular sequence
• In order for the discussion of analysis Easier and more in- depth
• To guide the implementation of the management process for managers .
• Planning
• Organizing
• Implementation
• Control .
but most importantly a manager must be able to organize and prioritize planning and coordination in order to create a harmonious relationship with his partner .
The definition put forward by management that Daft ( 2003:4 ) as follows : "Management is the Attainment of organizational goals in an effective and efficient manner through planning organizing leading and controlling organizational resources" . Opinion was less LBH means that management is the Attainment of organizational goals with effective and efficient way that through planning organizing directing and monitoring of organizational resources. and many other experts opinion on management . management functions are:
• For a more systematic discussion on a more regular sequence
• In order for the discussion of analysis Easier and more in- depth
• To guide the implementation of the management process for managers .
• Planning
• Organizing
• Implementation
• Control .
but most importantly a manager must be able to organize and prioritize planning and coordination in order to create a harmonious relationship with his partner .
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