Genesis Management Services Pty Ltd gmservices.com.au
genesis
SERVICES
EXPERIENCE
THE MARKETING ORGANISATION
1. Introduction
When markets change and/or when strong competitors emerge you need strong marketing organisation;
A marketing organisation is necessary to develop planning and control systems and to oversee the marketing research system.
2. Evolution of the Marketing Department
Stage 1 - Simple sales department, only interested in the sales force.
2 - Stage 1 plus auxiliaries (uses specialists in research, advertising and service).
3 - Separate marketing department (recognises marketing as separate function
from sales).
4 - Modern marketing department (places sales as subsidiary function to
marketing).
5 - Modern marketing company (where marketing has more power and authority
than other functions).
3. Organisational Alternatives for Stage 4
Functional
Geographic
Product Management
Market
Product/Market
Corporate Division
4. Relationship of Marketing to other Departments
How important is it?
Every department impacts on customer satisfaction.
Must avoid narrow departmental focus:
e.g. R & D - only on managing new discoveries;
Engineering - only on engineering standards for new products
Purchasing - only on cost-reduction.
Manufacturing - only on cost-reduction.
Inventory - only on stock-reduction.
Finance - only on cost-reduction.
Accounting - only on low cost reporting systems
Credit - to avoid bad debts at all costs.
5. Organisational Development
focus on marketing
chief executive leadership
use task force to develop strategy
maybe use outside consultant
establish the marketing department and recruit.
in-house marketing seminars
new experienced personnel
install marketing planning system.