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. . CIM Marketing: Marketing Environment Module.
WORKS CITEDKotler, Philip Marketing Management: Analysis, planning, implementation and control. 8th Ed. 1994, New Jersey, Prentice – Hall.
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