ABSTRACT
Marketing can be organized around functions, product lines, target markets, or some combination of these. The five broad ways to organize marketing tasks are shown in Table 18.1.
In smaller firms, there may be no specific marketing department, and of course in some firms marketing is not very high on the agenda because the firm has little control over the variables of the marketing mix. Such firms may have a marketing department, but it may only be concerned with running the occasional advertisement and organizing trade fairs. Figure 18.1 shows a simple functional organization normally used in businesses which provide single product lines to a limited number of markets.
