Berman Electronics, a chain of appliance stores in North America, caters to a wide range of customers. It has a marketing organization in which different operational specialists head different marketing activities. Berman Electronics is a(n) ________.
A) customer management organization
B) niche marketer
C) early adopter
D) functional organization
E) laggard

Question

Quizplus · Accepted Answer

Berman Electronics has organized itself into functional departments, with each department focused on a specific marketing activity. This allows the organization to have dedicated resources for each aspect of its marketing strategy, including advertising, promotions, and market research. This approach is known as a functional organization, which is a type of organizational structure that groups individuals by their specific functional roles and responsibilities within the organization. This approach can be highly effective in large organizations that require specialized expertise in different areas.

Berman Electronics, a Chain of Appliance Stores in North America