2. CONCEPT
“The marketing organisation provides the vehicle for
making decisions on products, marketing channels,
physical distribution, promotion and prices”
3. A marketing organisation is usually a division of a large business organisation. Every
person working in the organisation has different roles and responsibilities.
4. NEED OF MARKETING
ORGANISATION
• Association among Line and Staff Functions
• Careful Planning of Levels and Span
• Effective Coordination
• Job Specification
5. 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.
6. 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.
7. 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.
8. 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
9. 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.
10. 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