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CIM Marketing: Marketing Environment Module

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Work was done in a financial organization like Standard Chartered Bank. Here, the business process starts with customer inquiry, move on to the collection of relevant quantitative and qualitative data, their analysis and interpretation and development of customer profile; but all these works are grouped together. Companies with a wide variety of product line, where each product contributes substantially to the sales and profit volume, require an effective and well-structured marketing team on the basis of products. In such an organization, closely related products are grouped together. For Example, Lakme company which produce a wide variety of products like face cream, lipstick, vanishing cream, shampoo etc are grouped under the product group cosmetics and are assigned to specific product managers on the product basis, and each manages all the marketing functions to boost the product under his charge.

When a business concern’ s functional organization get widely acceptable, the product line becomes homogeneous on the basis of geographical area, vast diversity in cultural and market structure. In such a condition the organization will need special and exclusive marketing techniques on the basis of geography.

In this, the marketing function is segmented in terms of geographical territories, and each will be assigned with separate managers categorized as Area, Divisional or Zonal Managers. For example, Coca-Cola a multinational soft drink production company who had this type of marketing organization form, where they had specific leaders or managers to fulfill the task of the company on the basis of their geographical structure. Apex, the organization selected, falls in the Geography-based organizational form. Apex is a joint stock company producing a wide range of by-products from tomato and is marketing it into a wide geographical area.

The company has diversified its managerial functions into several orientations namely production, sales, promotion and consumers. Each department is handled by a well-qualified and organized Manager, who is very focused on his task.  

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