Marketing Ion
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Marketing Organization
Contents
Introduction Concept Essentials of marketing organization Principles of marketing organization Types of marketing organization A) Functional organization B) Product based organization C) Customer Based organization D) Geographical organization
Definition
Marketing organization is an organization in which marketing mechanism like branding, advertisement, sales & promotion etc. translated into action.
Marketing organization provides vehicle for marketing decisions, marketing channels, sales & promotion, physical distribution etc.
Concept
Organization means dividing work & responsibilities on the basis of importance & requirement & then regrouping into one.
Organization is an orienting point for cooperative endeavors & structure of human relationship.
Today’s organization attempts to be both profit minded & sales minded.
A good marketing organization is foundation for effective sales planning & policies for systematic execution then for controlling of all sales activities in order to achieve maximum efficiency, profitability without sacrificing level of customer services & satisfaction.
Essentials of Marketing Organization
1) Combination of activities or functions.
2) Assignment of duties 3) Fixation of responsibilities 4) Co-ordination 5) Facilities for research 6) Adequate finance 7) Dynamic leadership 8) Effective salesmanship
Principles of Marketing Organization
It is absolutely essential to give scientific basis to principles of organization in order to have successful working of an organization.
Urwick has ten principles in order to have organizational structure based on sound & scientific principles.
Urwick’s 10 Principles
1) Principle of objective
2) Principle of specialisation
3) Principle of co-ordination
4)Principle of authority.
5)Priniciple of responsibility.
6) Principle of Definition
7) Principle of correspondence
8) Span of control.
9) Principle of balance
10)Principle of continuity.
Advantages of effective Marketing Organization.
i) Maximum sales volume at low prices. ii) It results in growing customer base. iii) Development in international market. iv) It can satisfy various types of consumers & their different tastes. v) Builds positive image about the organization among the people.
Types of Marketing organization
A) Functional Organization
B) Product based organization
C) Customer Based Organization
D) Geographical Organization
Functional Organization
This is most commonly used came across organization where several functional specialists report to marketing manager. Depending upon need those functions can be created e.g. i) marketing planning. ii) distribution management. iii) customer service.
Geographic/Territorial organization
Activities in given area or territory is grouped & assigned to a manager. He holds charge of a particular area/territory.
This type of organization is specially attractive to large scale firms which operates over a wide geographic area.
Product Based organization
Activities grouped on the basis of various products produced. Such companies retain functional organization form apart from it they put another layer called brand or product management. Several product managers report to chief product manager.
Customer Based Organization. Under this type of organizational structure, Concentration is on types of customers & separate groups are designated responsibilities for marketing programs for different classes of customers. Viz. i) Distributors, ii) Retailers, iii) Customers.
Customers are the key to such organization.
Contents
Introduction Concept Essentials of marketing organization Principles of marketing organization Types of marketing organization A) Functional organization B) Product based organization C) Customer Based organization D) Geographical organization
Definition
Marketing organization is an organization in which marketing mechanism like branding, advertisement, sales & promotion etc. translated into action.
Marketing organization provides vehicle for marketing decisions, marketing channels, sales & promotion, physical distribution etc.
Concept
Organization means dividing work & responsibilities on the basis of importance & requirement & then regrouping into one.
Organization is an orienting point for cooperative endeavors & structure of human relationship.
Today’s organization attempts to be both profit minded & sales minded.
A good marketing organization is foundation for effective sales planning & policies for systematic execution then for controlling of all sales activities in order to achieve maximum efficiency, profitability without sacrificing level of customer services & satisfaction.
Essentials of Marketing Organization
1) Combination of activities or functions.
2) Assignment of duties 3) Fixation of responsibilities 4) Co-ordination 5) Facilities for research 6) Adequate finance 7) Dynamic leadership 8) Effective salesmanship
Principles of Marketing Organization
It is absolutely essential to give scientific basis to principles of organization in order to have successful working of an organization.
Urwick has ten principles in order to have organizational structure based on sound & scientific principles.
Urwick’s 10 Principles
1) Principle of objective
2) Principle of specialisation
3) Principle of co-ordination
4)Principle of authority.
5)Priniciple of responsibility.
6) Principle of Definition
7) Principle of correspondence
8) Span of control.
9) Principle of balance
10)Principle of continuity.
Advantages of effective Marketing Organization.
i) Maximum sales volume at low prices. ii) It results in growing customer base. iii) Development in international market. iv) It can satisfy various types of consumers & their different tastes. v) Builds positive image about the organization among the people.
Types of Marketing organization
A) Functional Organization
B) Product based organization
C) Customer Based Organization
D) Geographical Organization
Functional Organization
This is most commonly used came across organization where several functional specialists report to marketing manager. Depending upon need those functions can be created e.g. i) marketing planning. ii) distribution management. iii) customer service.
Geographic/Territorial organization
Activities in given area or territory is grouped & assigned to a manager. He holds charge of a particular area/territory.
This type of organization is specially attractive to large scale firms which operates over a wide geographic area.
Product Based organization
Activities grouped on the basis of various products produced. Such companies retain functional organization form apart from it they put another layer called brand or product management. Several product managers report to chief product manager.
Customer Based Organization. Under this type of organizational structure, Concentration is on types of customers & separate groups are designated responsibilities for marketing programs for different classes of customers. Viz. i) Distributors, ii) Retailers, iii) Customers.
Customers are the key to such organization.
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