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Marketing

Organisation

PARAMJIT SHARMA
Marketing Growing
Organisation Complexities

Technology Customer

Market
Place
Globalization
Brands

Store
Deregulation
Based
PARAMJIT SHARMA
Retailers
Marketing Growing
Organisation Complexities

High Quality Services

Customization

Information

Price Sensitivity

Loyalty
PARAMJIT SHARMA
Marketing
Organisation

Intense Competition

Rising Promotion Costs

Shrinking Profits

Inept Retailers

PARAMJIT SHARMA
Marketing
Organisation

Over saturation
Giant Retailers
Competition From
DM
Shrinking Margin
Modification In
Retailing
PARAMJIT SHARMA
Marketing
Organisation

Re-engineering

Outsourcing Company
Responses Benchmarking

E-commerce

PARAMJIT SHARMA
Marketing
Organisation

Partner
Suppliers

Alliances Company Market


Responses Centered

Global &
Local
PARAMJIT SHARMA
Marketing
Organisation

Marketer Responses

Relationship
Marketing

e r
t om
us ime
C eT Customer
Lif lue
Va Share
PARAMJIT SHARMA
Marketing
Organisation

Marketer Responses

Individualization

Target
Customer data
Marketing Base

PARAMJIT SHARMA
Marketing
Organisation

Marketer Responses

imc
e l
n n s MBDM
ha er
C rtn
Pa
PARAMJIT SHARMA
Marketing
Organisation

Marketing &
Other Functions

PARAMJIT SHARMA
Marketing
Organisation

A) MARKETING AS AN EQUAL FUNCTION

PRODUCTION FINANCE

MARKETING HUMAN
RESOURCE

PARAMJIT SHARMA
B) MARKETING
Marketing AS A MORE
IMPORTANT
Organisation FUNCTION

PRODUCTION FINANCE

HUMAN RESOURCE
MARKETING

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Marketing C) MARKETING
AS THE MAJOR
Organisation FUNCTION

PRODUCTIO
N

MARKETING
HR
FINANCE

PARAMJIT SHARMA
D)CUSTOMER AS THE
Marketing CONTROLLING
FUNCTION
Organisation
O D
PR

FI
NC
CUSTOMER
MKG

HR
PARAMJIT SHARMA
Marketing E) CUSTOMER AS
CONTROLLING& MKTG

Organisation AS A
INTEGRATIVE
FUNCTION

P
MKG

MKG
CUSTOMER MKG F

MKG
HR
PARAMJIT SHARMA
Marketing Patterns Of
Organisation Organisation

TERRITORY
LINE ORIENTED
&
STAFF
PRODUCT
ORIENTED
COMPLEX
STRUCURE
PARAMJIT SHARMA
Marketing Structure
Organisation Choice

Form Of Company
Marketing Channel
Territory Of Firm
Product Lines & Nature Products
Extent of Service Provided
Size Of Physical Distribution
Nature & Extent Of Competition

PARAMJIT SHARMA
Marketing
Marketing Organisation
Organisation Structure

M Director

Mm services M A &SP MM SALES M Dist PM 1 PM 2

M NZ M WZ M EZ M SZ

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Fundamental
Marketing Requirements
Organisation

Relationship Between line & Effective Coordination


Staff Functions

Unambiguous
Careful Plans for Job
Levels &Spans Specification

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Role Of
Marketing Marketing
Organisation Chief

•Setting Marketing Objectives


•Marketing Planning
•Developing Marketing Strategies
•Developing Marketing Budgets
•Policies Relating To Marketing Mix
•Manpower Planning For Marketing
•Integration OF Marketing Activities
•Integration With Other functions

PARAMJIT SHARMA
Marketing Pitfalls in
Organisation Structuring

•Haphazard Grouping Of Functions


•Overlapping of Responsibilities
•Duplication Of Efforts
•Lack Of Role Clarity
•Dual Control
•inadequate Delegation
•Over Formalization

PARAMJIT SHARMA