Tham khảo tài liệu 'marketing manager course - chapter 16', kinh doanh - tiếp thị, kỹ năng bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 ManagementManagement ControlControl McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Learning Objectives After reading this chapter, you should be able to: zUnderstand the importance of control systems. zDistinguish between system- and person-based control systems. zDistinguish between process- and outcome-based control systems. zEvaluate various control approaches. zUnderstand why measurement is necessary for control. zDevelop measures that support effective control systems. zDevelop and implement a balanced scorecard. McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. The Importance of Control zControl is the process of comparing performance to standards and taking corrective action. zIt ensures that: ¾ standards are met ¾ errors are limited ¾ quality is acceptable ¾ products are safe ¾ the company is performing at the highest possible level zControl is closely associated with planning. McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Categorization of Control Approaches Control approaches can be categorized according to two factors - type and focus: zType - divided into formal and informal approaches ¾ Formal control systems consist of written rules ¾ Informal control systems rely on unwritten expectations zFocus – directed at the outcome or the process ¾ Outcome approach focuses on the results of a business process ¾ Process approach focuses on how the work is performed McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Control Approaches Model Outcomes Marketing Control Subjective Control Financial Controls Focus Operations Management Process Clan Control Bureaucratic Control Balanced Scorecard Informal Formal Type McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Informal and Outcome-Focused Control zCharacterized by subjective control -an informal approach based on .
