Marketing Structure and Organization

Marketing Structure

Definition

A marketing structure refers to the organizational framework that outlines the roles, responsibilities, and relationships within a marketing team or department.

Types of Marketing Structures

• Functional Structure: Divided into separate departments based on functions such as market research, product management, advertising, and sales promotion.
• Product Structure: Organized around specific products or product lines, with separate teams for each product.
• Geographic Structure: Organized by geographic regions, with separate teams for each region.
• Customer Structure: Organized around specific customer groups, with separate teams for each customer segment.
• Matrix Structure: A hybrid structure that combines functional and product structures.

Key Components of a Marketing Structure

• Marketing Mix: The 4 Ps - product, price, promotion, and place.
• Marketing Roles:
  • Marketing Manager: Oversees the marketing function.
  • Product Manager: Responsible for a specific product or product line.
  • Brand Manager: Responsible for a specific brand.
  • Marketing Coordinator: Assists in marketing operations.
• Marketing Processes:
  • Market research and analysis
  • Market segmentation and targeting
  • Positioning and branding
  • Marketing mix strategy development
  • Performance measurement and evaluation