In order for an organization to achieve its objectives, some form of planning system is needed. This, in turn, demands an organization structure both to create marketing plans and to implement them. For a marketing-oriented organization (that is, focused on consumer needs), the structure should be built from the bottom up by looking first at customers and their needs. Whatever the form of marketing organization adopted, care must be given to its integration with other functions of the company. Then marketing activity can proceed and the next consideration is the monitoring and control of what occurs.