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CONCEPT
“The marketing organisation provides the vehicle for making decisions on products, marketing channels,
physical distribution, promotion and prices”
A marketing organisation is usually a division of a large business organisation. Every person working in the organisation has different roles and responsibilities.
NEED OF MARKETING ORGANISATION
• Association among Line and Staff Functions • Careful Planning of Levels and Span • Effective Coordination • Job Specification
TYPES OF MARKETING STRUCTURES/ORGANISATIONS (1/6)
Line and Staff Organisation: Line organisation is modified to form a more complex form of organisation called line and staff organisation.
TYPES OF MARKETING STRUCTURES/ORGANISATIONS (2/6)
Functional Organisation With the growth and development of product line and markets, the organisational structure also undergoes change to demonstrate increased specialisation in functional areas of business.
TYPES OF MARKETING STRUCTURES/ORGANISATIONS (3/6)
Marketing Organisation Based on Product : Every product that the organisation markets, has a different department to handle its sales, promotion, etc.
TYPES OF MARKETING STRUCTURES/ORGANISATIONS (4/6)
Market Organisation Based on Customer :The organisation is separated into various sales executive groups by the marketing manager. These groups target specific
TYPES OF MARKETING STRUCTURES/ORGANISATIONS (5/6)
Geographically/Territory-Oriented Marketing Organisation : The marketing jobs are handled by the line managers who are in charge of that particular territory, whereas the staff department functions in the routine manner.
TYPES OF MARKETING STRUCTURES/ORGANISATIONS (6/6)
Complex/Matrix-Form/Combined Base Structure: :There are companies that require product structure capabilities as well as territory structure
