FUNCTIONAL ORGANISATION
Functional
Organisation
In
the functional organisation, various functions performed as part of the overall
marketing function are the basis for organising the marketing set-up. Each
function is assigned to a specialist who reports to the marketing manager. The
most common functions in marketing are:
-
Sales
-
Distribution
-
Advertising and Sales
Promotion
-
Marketing Research
Marketing Information System
-
Dealer Development
Customer Service
-
New Product
Development
-
Marketing Planning
It
is possible that in your firm you may be using terms different from these to
describe various functions. You will be able to identify the functions according
to the terms used here once you have gone through the description of each
function. Moreover depending on the nature of product, service or industry to
which you belong you may have some functions not described here. For instance,
in a bank, public relations would be an important marketing function.
