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