Marketing manager course chapter 1

Learning ObjectivesAfter reading this chapter, you should be able to: z Understand the roles played by individuals, teams, and managers in carrying out company activities.. z Practice t

Chapter

Management and Its Evolution

Learning Objectives

After reading this chapter, you should be able to:

z Understand the roles played by individuals, teams,

and managers in carrying out company activities.

z Practice the four major functions of management

z Recognize the interpersonal, informational, and

decisional roles played by top level managers.

z Apply the general skills needed to carry out

managerial responsibilities.

z Integrate the major elements from the various

perspectives of management theory.

The performance of organizations depends to

a large extent on how their resources are allocated and their ability to adapt to changing conditions.

Successful organizations know how to manage people and resources efficiently to accomplish organizational goals and to keep those goals in tune with changes in the

external environment.

Management in the New Millennium

z A firm can be efficient by making the

best use of people, money, physical plant, and technology.

z It is ineffective if its goals do not provide

a sustained competitive advantage.

z A firm with excellent goals would fail if

it hired the wrong people, lost key

Strategic Managers

Tactical Managers

Operational Managers

Levels of management

Strategic Managers

z The firm’s senior executives with

overall responsibility for the firm.

¾ Developing the company’s goals

¾ Focus on long-term issues

¾ Emphasize the growth and overall

effectiveness of the organization

z Concerned primarily with the

interaction between the

Tactical Managers

z Responsible for translating the

general goals and plans

developed by strategic

managers into specific

objectives and activities.

Operational Managers

z Lower-level managers who supervise the

operations of the organization.

z Directly involved with non-management

employees

¾ Implementing the specific plans

developed with tactical managers.

¾ This is a critical role to the organization.

¾ Operational managers are the link

between management and

non-Management Functions