市场营销--不同管理方式的优缺点

Advantages and Disadvantages of Different Organizations of
the Marketing Department
Modern marketing departments take numerous forms. The marketing department may be
organized according to function, geographic area, products, or customer markets. Global
organization is another consideration for firms that market gods or services in other countries.
Functional Organization
Functional organization is the most common form of marketing organization consists of functional
specialists who report to a marketing vice president. The main advantage of a functional marketing
organization is its administrative simplicity. But this form loses effectiveness as products and
markets increase. First, a functional organization often leads to inadequate planning for specific
products and markets because products that are not favored by anyone are neglected. Second, each
functional group competes with the other functions for budget and status. Therefore, the marketing
vice president constantly has to weigh the claims of competing functional specialists and faces a
difficult coordination problem.
Geographic Organization
A company selling in a national market often organizes its sales force along geographic lines.
Geographic marketing organization divides up the labor work more clearly. However, this form
needs more labors and increases the costs.
Product– or Brand- Management Organization
Companies that produce a variety of products and brands often establish a product- (or brand-)
management organization as another layer of management within the marketing function. The
product-management organization allows the product manager to concentrate on developing a
cost-effective marketing mix for each product, to react more quickly to marketplace changes, and
to watch over smaller brands. On the other hand, it can lead to conflict and frustration when
product managers are not given enough authority to carry out their responsibilities effectively. In
addition, product managers become experts in their product but rarely achieve functional expertise.
And appointing product managers and associate product managers for even minor products can
bloat payroll costs. Also, brand managers normally move up in a few years to another brand or
transfer to another company, leading to short –term brand building. Fragmentation of markets
means brand managers must increasingly please regional and local sales groups. Finally, product
and brand managers tend to focus on building market share rather than on building customer
relationships ----the primary lever for value creation.
Market-Management/customer-Management Organization
Many companies sell their products to diverse set of markets. When customers fall into different
user groups with distinct buying preferences and practices, a market management organization is
desirable. This system has many of the same advantages and disadvantages of product
management systems. Its strongest advantage is that the marketing activity is organized to meet
the needs of distinct customer groups.
Product-Management/Market-Management Organization
Companies that produce many products that flow into many markets may adopt a matrix
organization. A matrix organization would seem desirable in a multiproduct, multimarket company.
However, this system is costly and often creates conflicts as well as questions about authority and
responsibility. Still matrix management is resurfacing because companies provide the contect in
which a matrix can thrive---an emphasis on flat, lean team organizations focused around business
processes that cut horizontally across functions.
Corporate-Divisional Organization
The potential contribution of a corporate marketing staff varies in different stages of the
company’s evolution. Most companies begin with weak marketing in their divisions and often
establish a corporate staff to bring stronger marketing into the divisions through training and other
services. Some members of corporate marketing might be transferred to head divisional marketing
departments. As divisions become strong in their marketing, corporate marketing has less to offer
them.

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