FIGURE 1
j_nimmir-2025-0013_tab_002
| Sample 1 | Sample 2 | |
| Company ownership | Privately held | Publicly held |
| Size (average revenue) | $5–$10 million | $4.23 billion |
| Respondents | CEOs | Mid-level managers |
| Number of usable observations | 164 | 131 |
| Industries representing > 10% of sample | Manufacturing, industrial, consulting, technology, business services | Manufacturing, services, finance, public administration |
Three types of marketing organizations and their defining characteristics
| Growth Champion marketing organizations | MarCom Leader marketing organizations | Service Provider marketing organizations | |
| Source of competitive advantage | Differentiation | Differentiation | Cost leadership |
| Organizational structure | Marketing is line function | Marketing is staff function | Marketing is staff function |
| Span of marketing decision authority | Segmentation, targeting, positioning and the 4 Ps | Image and communications | Requested support |
| Standing in organization | Profit center | Cost center | Cost center |
| Responsibilities | |||
| Product management | Marketing likely to have authority | ||
| Price | |||
| Distribution | |||
| Brand management | Marketing likely to have authority | ||
| Advertising | |||
| PR/communication | |||
| Research | Marketing may have authority | Marketing may have authority | |
| Lead generation | |||