GEOGRAPHIC ORGANIZATION

GEOGRAPHIC ORGANIZATION


 A company selling in a national market often organizes its sales force (and sometimes marketing) along geographic lines.13 The national sales manager may supervise 4 regional sales managers, who each supervise 6 zone managers, who in turn supervise 8 district sales managers, who each supervise 10 salespeople. Some companies are adding area market specialists (regional or local marketing managers) to support sales efforts in high-volume markets. One such market might be Miami-Dade County, Florida, where almost two-thirds of the households are Hispanic.14 The Miami specialist would know Miami’s customer and trade makeup, help marketing managers at headquarters adjust their marketing mix for Miami, and prepare local annual and long-range plans for selling all the company’s products there. Some companies must develop different marketing programs in different parts of the country because geography alters their brand development so much.

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