AHMADU BELLO UNIVERSITY

DISTANCE LEARNING CENTRE

ZARIA, NIGERIA

MASTER IN BUSINESS ADMINISTRATION

(MBA)

BUAD 815: MARKETING THOUGHTS &

PHILOSOPHY

INDIVIDUAL ASSIGNMENT

BY: FAJEMILUA BEN

P19DLBA80482

DATE: DECEMBER 16, 2022.

 QUESTION.

WITH THE AID OF A DIAGRAM AND RELEVANT EXAMPLES, EXPLAIN THE TWO

SPECIFIC STRUCTURES OF A MARKETING ORGANIZATION.

Meaning and Definition of Marketing Organization:

The marketing manager is faced with the task of achieving various predetermined objectives. These

objectives may relate to profit maximization, customer satisfaction, image building or sales maximization

etc. Achievement of these objectives requires proper internal arrangement or organization.

Thus, for achieving the objectives, it is essential that marketing policies and strategies are properly

implemented. Proper implementation requires a good organizational set up where authority and

responsibilities are properly delegated.

Structure of Marketing Organization:

The organization structure of any firm depends mainly on its market needs and management philosophy.

As such there are two important ways in which organizations can be classified:

i. Classical classification based on classical school of thought, which divides organization as Line

organization, Line and Staff organization, Functional organization and Committee organization.

ii. Modern classification based on modern school of thought, which divides the organization on the basis

of functions, products, customers, geography or a combination of uses.

Accordingly on the basis of modern school of thought, various types of organization structure are:
Functional Organisation:

This is the simplest form of organization structure, which is very commonly used. It is suitable for those

organizations which deal in few lines of product. A functional organization divide the marketing

department on the basis of specialized marketing research, selling, distribution, product planning, pricing,

advertising etc. each function assigned to a separate marketing manager.

Functional organization has the merit that it helps in developing managerial and technical skills in different

marketing functions. However, the demerit is that the decision-making authority and co-ordination are

highly centralized. At the same time the marketing manager has to face the problem of improper control

and co-ordination, particularly when the organization expands.

Geographic Organization:

Geographic organization is used when the companies operate in large geographical areas which are

significantly different. Different areas of the total market may have different characteristics, different

needs, languages, culture etc. which require different marketing strategy and special attention by the

company.

In this case the company have to organize themselves on the basis of different geographical areas like

region or division etc. Each geographical area is under the control of regional sales manager. A commonly
used method, geographical organization, is similar to the customer based organization. This is because both

focus on the different customer used in different regions. However, flow of information may be disturbed

between different regions.

Apart from the above-mentioned organizational structure, a very commonly used organization is a

combination on different types of organizational structure like product based, functional based, customer

based or geographical based.

Reference:
1. Article shared by : Radhika Marketing Organization: Meaning, Need, Factors, Structure and
Essentials; https://www.businessmanagementideas.com/marketing/marketing-organisation-
meaning-need-factors-structure-and-essentials/17982

2. GKTODAY; Types of marketing organization Published: April 13, 2016

https://www.gktoday.in/topic/types-of-marketing-organization/