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TYPES OF MARKETING ORGANISATION


TYPES OF MARKETING ORGANISATION

         A medium or large sized company can organise its marketing department on different bases depending upon its nature and marketing plans. The company may organise its marketing functions in one of these forms of structure:

(1) Function Based Marketing Organisations: This structure is widely used by medium sized company. This structure is most suitable for the organisation that are smaller in size, dealing in limited number of product and do not have much technical difference. Function of similar nature are grouped in a single unit with a view to give a definite direction to the whole group. A business enterprise may group its activate under various departments like production, marketing, personnel, finance etc. Marketing function may be divided into product planning, marketing research, advertising, sales, customer service etc. Each function is assigned to a specialist who report to the marketing manager.

(2) Geographic-oriented Marketing Organisation: The most widely used method of marketing activities is on the basis of geographic specialization. Each sales person is assigned a specific geographic area – which is called a territory – in which to sell. These territories are placed under regional marketing managers who report directly to the chief marketing manager. Necessary staff is deputed in each territory to assist regional managers.

(3) Product-Oriented Marketing Organisation: This type of organisation is suitable for companies (1) Marketing variety of product (2) when the price of each product is high and (3) Product are different from technical point of view. A separate product manager is appointed for each product. The product manager is fully responsible for the product entrusted to him. They coordinate the advertising distribution, merchandising and sales promotion of these products.

(4) Customer-Oriented Marketing Organisation: This type of structure is suitable for big companies engaged in providing to different types of customer. For example, a company may organise its department in terms of industrial consumers, wholesalers, retailers, exports etc. The purpose of this structure is to give special attention to major group of customers and to exploit market opportunities.

(5) On the Combined Basis: Large business organisation that manufacturer different product and having vast market use the combined type of marketing organisation to enable them to get advantage of specialization at every stage of marketing activities.


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