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3/13/2017

MBA Notes - Marketing Organisations

Question - What do you mean by marketing organization? Explain different types of marketing organizations.


Answer
Meaning of Organization
An organization is a group of people that is structured and managed to achieve a common goal. Every organization have a defined structure that determines relationship between its members, and assigns their roles, responsibilities, and authority.

Meaning of Marketing Organization
Marketing organization is a group of marketing persons brought together to make decisions on marketing areas like product, price, place, and promotion. Marketing organization is the foundation of effective sales planning for systematic execution of plans and policies. Marketing organization provides a system of relationships among various marketing functions to be performed by proper coordination among marketing persons.

Definition of Marketing Organization
"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;
In functional type of marketing organization the different marketing activities are grouped on the basis of functions to be performed like - product planning, market research, advertising, sales, or promotion. Each main function is further divided to sub-functions to be performed to achieve marketing objectives. Each sub function is managed by separate manager under the control of marketing manager.

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.

4 comments:
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  1. can you please tell me who is the author of the definition given above of marketing organization?

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  2. omg...................do all the bca guys land here

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  3. Yaaa its helping me in persuing mba

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