UNIT-V MARKETING ORGANIZATION AND CONTROL

 

An organization is defined as a group of people working together to achieve common goals  and objectives of the business. Marketing organization provides a vehicle for making decisions on products, marketing channels , physical distributions, promotions and prices.

Marketing Organisation: Marketing organization is the framework for planning and making marketing decision that are essential to marketing success. It is the vehicle for making decision on all marketing areas such as product, price, place and promotion. Marketing organization is a group of marketing persons working together towards the attainment of certain common objectives. Marketing organization provides a system of relationships among various marketing functions to be performed by coordinating among marketing people.

Need for the organization: to be competitive in the market where consumer is the king we need to satisfy the consumer. So a good marketing organization is required to satisfy the customers. Marketing organization is the pillar for success for many organizations and provides a framework for the following:

a.      Divide and fix authority among the sub ordinates

b.      To locate responsibility

c.      To establish sales routines

d.      To enforce proper supervision of sales force

e.      To avoid repetitive duties

f.       To enable the top executives to devote more time for planning policy matters

FACTORS AFFECTING MARKETING ORGANIZATION

Factors influencing marketing org can be categorized into internal and external factors .

Internal:

1. Top Management Philosophy: Organizational planning and its working is greatly influenced by philosophy which can be good or bad eg: Centralization Vs Decentralization

 

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