Marketing Organization Decision

The marketing organization decision of an exporting firm is determined by its decision as to how the firm wishes to conduct its international marketing activities and also by the degree of involvement and control the firm wants to have on the marketing of its product in foreign countries. It also depends on the international marketing objectives of the firm and the kind and range of product and number of markets and market regions it wishes to serve. The firm may start with and export department within its domestic organization or it can have a broad based international division or even a separate export subsidiary for planning and conducting its foreign operations from the home base. When a firm decides to be international, a significant change takes place in its organizational orientation with no operative distinction between domestic and foreign markets.

The multinational firm plans its activities on a global basis and all manufacturing facilities, marketing and distribution policies become integrated into a consolidated process of planning and executing marketing operations.

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