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how marketing department can be organised
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PARAMJIT SHARMA
MarketingOrganisation
PARAMJIT SHARMA
MarketingOrganisation
MarketPlace
StoreBased
Retailers
Brands
Customer
Globalization
Technology
Deregulation
GrowingComplexities
PARAMJIT SHARMA
MarketingOrganisation
High Quality Services
Customization
Information
Price Sensitivity
Loyalty
GrowingComplexities
PARAMJIT SHARMA
MarketingOrganisation
Intense Competition
Rising Promotion Costs
Shrinking Profits
Inept Retailers
PARAMJIT SHARMA
MarketingOrganisation
Over saturationGiant RetailersCompetition From DMShrinking MarginModification In Retailing
PARAMJIT SHARMA
MarketingOrganisation
Benchmarking
E-commerce
Re-engineering
CompanyResponses
Outsourcing
PARAMJIT SHARMA
MarketingOrganisation
MarketCentered
Global &Local
PartnerSuppliers
CompanyResponses
Alliances
PARAMJIT SHARMA
MarketingOrganisation
Marketer Responses
Customer
Life Tim
e
Value
RelationshipMarketing
CustomerShare
PARAMJIT SHARMA
MarketingOrganisation
Marketer Responses
TargetMarketing
Individualization
Customer dataBase
PARAMJIT SHARMA
MarketingOrganisation
Marketer Responses
Channel
Partners
imc
MBDM
PARAMJIT SHARMA
MarketingOrganisation
Marketing & Other Functions
PARAMJIT SHARMA
MarketingOrganisation
A) MARKETING AS AN EQUAL FUNCTION
PRODUCTION FINANCE
MARKETING HUMAN RESOURCE
PARAMJIT SHARMA
MarketingOrganisation
B) MARKETING AS A MORE IMPORTANT FUNCTION
PRODUCTION FINANCE
HUMAN RESOURCEMARKETING
PARAMJIT SHARMA
MarketingOrganisation
C) MARKETING AS THE MAJOR FUNCTION
MARKETING
PRODUCTION
FINANCEHR
PARAMJIT SHARMA
MarketingOrganisation
D)CUSTOMER AS THE CONTROLLING FUNCTION
CUSTOMER
PROD FINC
HR
MK
G
PARAMJIT SHARMA
MarketingOrganisation
CUSTOMER
MKG
MKG
MKG MKG
P
F
HR
E) CUSTOMER AS CONTROLLING& MKTG AS A INTEGRATIVE FUNCTION
PARAMJIT SHARMA
MarketingOrganisation
Patterns OfOrganisation
LINELINE&&
STAFFSTAFF
TERRITORYORIENTED
PRODUCTORIENTED
COMPLEXSTRUCURE
PARAMJIT SHARMA
MarketingOrganisation
StructureChoice
Form Of CompanyMarketing ChannelTerritory Of FirmProduct Lines & Nature ProductsExtent of Service ProvidedSize Of Physical DistributionNature & Extent Of Competition
PARAMJIT SHARMA
MarketingOrganisation
MarketingOrganisationStructure
Mm services
M Director
M A &SP MM SALES M Dist PM 1 PM 2
M WZM NZ M EZ M SZ
PARAMJIT SHARMA
MarketingOrganisation
FundamentalRequirements
Relationship Between line &Staff Functions
UnambiguousJob
Specification
Effective Coordination
Careful Plans forLevels &Spans
PARAMJIT SHARMA
MarketingOrganisation
Role Of MarketingChief
•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
MarketingOrganisation
Pitfalls inStructuring
•Haphazard Grouping Of Functions•Overlapping of Responsibilities•Duplication Of Efforts•Lack Of Role Clarity•Dual Control •inadequate Delegation•Over Formalization
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