Marketing Structure and Organization

Study Notes

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

Description

Test your knowledge of marketing structures, including functional, product, geographic, customer, and matrix structures, as well as key components such as marketing mix, roles, and processes. Learn how to organize and manage a marketing team or department effectively.