Question - What do you mean by marketing organization? Explain different types of marketing organizations.
"Marketing organization can be defined as a formal or informal group of individuals working together to reach quantitative and qualitative marketing objectives by making decisions on product, price, place, and promotion."
Types of Marketing Organizations
Marketers must have knowledge of what type of marketing organization they have in place; and what type of marketing organization the company actually needs. Following are the different types of marketing organization that commonly exists today :-
- Functional Type of Marketing Organization;
- Product Oriented Marketing Organization;
- Market/Territory Oriented Marketing Organization;
- Customer Oriented Marketing Organization;
Product oriented marketing organization is common where organization is producing or marketing wide variety of products. For each product or group of products a separate product manager is assigned and made responsible for marketing decisions for that particular product or group of products.
Market oriented marketing organization is common in big organizations serving large number of customers spreading over large territories. Depot manager, district manager, area manager, zonal manager, divisional manager, etc., are assigned to manage each territories.
Customer oriented marketing organization is common in organizations engaged in providing specialized services to different class of customer.