A tire manufacturer has different managers responsible for different channel members (car manufacturers who buy direct versus final consumers who purchase replacement tires from service stations, tire retailers, and mass merchandisers like Wal-Mart), even though the tires are exactly the same for each channel. This firm is using what type of marketing organization?
A) Matrix-oriented
B) Market-oriented
C) Product-oriented
D) A mixture

Question

Quizplus · Accepted Answer

The firm is using a market-oriented marketing organization because it organizes its management and marketing efforts around the specific needs of distinct customer groups (channel members), rather than focusing solely on the product itself.

A Tire Manufacturer Has Different Managers Responsible for Different Channel