Question - What do you mean by marketing organisation? Explain different types of marketing organisations.
"Marketing organisation 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 Organisations
Marketers must have knowledge of what type of marketing organisation they have in place; and what type of marketing organisation the company actually needs. Following are the different types of marketing organisation that commonly exists today :-
- Functional Type of Marketing Organisation;
- Product Oriented Marketing Organisation;
- Market/Territory Oriented Marketing Organisation;
- Customer Oriented Marketing Organisation;
Product oriented marketing organisation is common where organisation 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 organisation is common in big organisations 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 organisation is common in organisations engaged in providing specialised services to different class of customer.