The document discusses the concept of organizational markets, which involve individuals and companies that purchase goods and services for purposes other than personal consumption. It outlines four main divisions of organizational markets: industrial, reseller, government, and institutional markets, each with distinct characteristics and buyer types. Additionally, the document describes the marketing organization as a structure that supports cooperative efforts and the pursuit of sales objectives.

1. ORGANIZATIONAL
MARKET
Presented by –
KHALIL AHMAD
14MBAK-03
GE 6313

2. CONTENTS
 MEANING
 ORGANIZATIONAL MARKET DIVISIONS
 THE NATURE AND SIZE OF ORGANIZATIONAL MARKETS
 CHARACTERISTICS
 MARKETING ORGANIZATION
 TYPES OF MARKETING ORGANIZATION
 TYPES OF ORGANIZATION

3. MEANING
 All the individuals and companies who purchase goods and services for some
use other than personal consumption.
 Organizational markets usually have fewer buyers but purchase in far greater
amounts than consumer markets, and are more geographically concentrated.
Organizational markets are divided into four components :
I. Industrial Market, which includes individuals and companies that buy goods
and services in order to produce other goods and services
II. Reseller Market, which consists of individuals or companies that purchase
goods and services produced by others for resale to consumers
III. Government Market, which consists of government agencies at all levels that
purchase goods and services for carrying out the functions of government
IV. Institutional Market, which consists of individuals and companies such as
schools or hospitals that purchase goods and services for the benefit or use of
persons cared for by the institution.

4. Organizational Market Divisions
1. Industrial Markets
2. Reseller Markets
3. Government Markets
4. Global Organizational Markets

5. Industrial Markets
 Reprocess a product or service they buy before selling it
again to the next buyer.
 The industrial markets include over
 11 million firms,
 26% selling physical products and
 73% selling diverse services.

6. Reseller Markets
 Wholesalers and retailers who buy physical products and
resell them again without any reprocessing.
 1.6 million retailers
 521,000 wholesalers

7. Government Markets
 Federal, state, and local agencies that buy goods and
services for the constituents they serve.
 88,000 government units

8. Global Organizational Markets
 The largest exporting industries focus on organizational
customers, not ultimate consumers.
 The majority of world trade involves manufacturers,
resellers, and government agencies

10. CHARACTERISTICS

12. MARKETING ORGANIZATION
 Marketing Organization is an Orienting point for Cooperative endeavors and a
Structure of Human Relationship.
 It is Composed of Group of Individual straining jointly to reach qualitative and
quantitative personnel selling objectives and bearing both informal and
formal relation to one another.
 Marketing Organization is the Foundation of Effective Sales Planning for
Systematic execution of Plan and Policies.

13. TYPES OF MARKETING ORGANIZATION
1.FUNCTIONAL
2.PRODUCT
3.MARKET4.CUSTOMER
5.COMBINATION
OF 4