The company must have people who can carry out marketing analysis, planning, implementation, and control. If the company is very small, one person might do all the marketing work - research, selling, advertising, customer service, and other activities. As the company expands, organizations emerge to plan and carry out marketing activities.
In large companies, there can be many specialists: brand managers, salespeople and sales managers, market researchers, advertising experts, and other specialists. Modern marketing activities occur in several forms.
The most common form is the functional organization, in which functional specialists head different marketing activities - a sales manager, advertising manager, marketing research manager, customer service manager, and new-product manager. A company that sells across the country or internationally often uses a geographic organization, in which its sales and marketing people run specific countries, regions, and districts.
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