WHAT ARE THE KEYS TO EFFECTIVE INTERNAL MARKETING?

PASTOrganizatio

n

Marketers

Customers

NOW

Organization

Marketers

Customers

ORGANISING THE MARKETING DEPARTMENT

Marketing Vice-president

Marketing Administration Manager

Advertising And Sales Promotion Manager

Sales Manager

Marketing Research Manager

New Products Manager

FUNCTIONAL ORGANISATIONFUNCTIONAL SPECIALISTS REPORT TO A MARKETING VICE-PRESIDENT WHO COORDINATES THEIR ACTIVITIES #1

NATIONAL SALES

MANAGER

GEOGRAPHIC ORGANISATIONA COMPANY SELLING IN NATIONAL MARKET OFTEN ORGANISES ITS SALES FORCE ALONG GEOGRAPHIC LINES

NATIONAL SALES

MANAGER

#2

PRODUCT/BRAND ORGANISATIONCOMPANIES PRODUCING A VARIETY OF PRODUCTS/BRANDS OFTEN ESTABLISHES A PRODUCT MANAGEMENT ORGANISATION #3

VERTICAL PRODUCT TEAM

TRIANGULAR PRODUCT TEAM

HORIZONTAL PRODUCT TEAM

MARKET- RELATED ORGANISATIONTHIS IS USED WHEN CUSTOMERS FALL INTO DIFFERENT USER GROUPS WITH DISTINCT BUYING PREFERENCES AND PRACTICES

#4

MATRIX MANAGEMENT ORGANISATIONTHIS IS USED FOR CUSTOMERS THAT HAS VARIOUS DIFFERENT PRODUCTS FOR DIFFERENT MARKETS

Market 1 Market 2 Market 3 Market 4

Product Manager A

Product Manager B

Product Manager C

Product Manager D

#5

RELATIONSHIP WITH OTHER DEPARTMENTS

COORDINATE MARKETING WITH FINANCE, OPERATIONS AND OTHER DEPARTMENTS TO SERVE THE CUSTOMER

BUILDING A

CREATIVE

MARKETING

ORGANISATION

THANK YOU