Notes On Importance And Technique Of Motivation:

       While deciding the marketing organisation structure, its activities are divided in such a way as to give a customer oriented focus from the entire structure.

       Modern marketing organisation are organised in a number of ways, some of them are as follows:

1. Line Type of Organisation:

       This is the oldest and simplest type of marketing organisation structure. Under this type, the superior delegates authority to a subordinate who in turn delegates authority to another subordinate and so on. Under this, the subordinate becomes responsible to another immediate superior.

Merits:

  1. It is suitable for small business
  2. It is economical and effective
  3. Discipline can be maintained

Demerits:

  1. The organisational structure becomes rigid
  2. The mechanism works on the basis of dictatorship
2. Functional Type of Organisation:

       Under this type, the various marketing functions are headed by separate managers who are expected to report to the General Manager or any other senior executive of the organisation.

Merits:

  1. It is based on expert knowledge
  2. Mass production is possible by specialization and standardization
  3. Separation of mental and manual function is possible.

Demerits:

  1. It is difficult to fix responsibilities of the employees
  2. Too many expectations creates confusions in the mind of the employees
3. Line and Staff System:

       Under this system, the line officers are the executives and the staff officers are their advisors. The line keeps the discipline and the staff provides expert informations.

Merits:

  1. It is based on specialization
  2. Increased efficiency of operation may be possible
  3. Mass production is possible

Demerits:

  1. It may arise confusions unless duties and responsibilities are clearly fixed.
  2. It is possible that the employees may misunderstand the informations provided to them.
4. Geographical Type Organisation:

       Under this type, the market is divided on the basis of specific area an each area is allocated to different person. The market is divided on the basis of sales territories called district, division or region.

Merits:

  1. The system is suitable for large companies
  2. It enjoys the knowledge of likes and dislikes of customers in particular area
  3. The competitors can be countered easily

Demerits:

  1. It is expensive
  2. The flow of competition becomes difficult
5. Product Type Organisation:

       This is also regarded as common form. Under this type, the responsibility of production and supply of major products lies with the production manager. Each manager attends the production and marketing of its product.

Merits:

  1. It serves as a good training ground for each production manager
  2. It results in better customer service.

Demerits:

  1. It is expensive
  2. It creates confusion among the customers

6. Market Types:

       Under this type, major markets are the responsibility of marketing manager who works with various functional specialists. This type concentrates more on one type of customers.

Merits:

  1. Full attention is paid to each group of customers
  2. It becomes easier to estimate the demand of the customers and satisfy them promptly

Demerits:

  1. It becomes expensive when the customers are widely spreaded
  2. Creation of group of customers is a difficult process.