The overall purpose of all administrative controls is, as in the case of production controls, the elimination of uncertainty and the exercise of constraint to achieve the desired result.  Since markets must remain the prime area of uncertainty, the effort of the corporation is therefore to reduce the autonomous character of the demand for its products and to increase its induced character.  For this purpose, the marketing organization becomes second in size only to the production organization in manufacturing corporations, and other types of corporations come into existence whose entire purpose and activity is marketing (184).