“Marketing is not a task undertaken only by the marketing division”
The continuing confusion about the meaning and scope of marketing proves is a recurring factor in understanding the role and position of marketing within the firm. In the present paper, the changed role and responsibility of the marketing division will be discussed, in order to comment on the hypothesis that marketing is not a task undertaken only by the marketing department. The development of marketing itself over the years as a starting point for the discussion.
Marketing has evolved through a number of phases since its beginning. Phillip Kotler categorised the five major marketing eras that have evolved throughout time: the trade area, the production area, the sales area, the marketing department area and the marketing company area. In the trade era, production consisted in handmade goods that were limited and generally traded through exploration. The trade era was replaced by the production era at the time of the industrial revolution. Since goods were scarce, businesses focused mainly in manufacturing to meet growing demands making producers to put an emphasis on economical production with the given resources instead of carrying out effective researches to identify the market needs and wants (Jobber and Fahy, 2006, p. 5). After the Industrial Revolution, competition grew remarkably and made the focal point turn to selling, the sales era. Marketing, branding and sales became an important as outputs surpassed demand, and companies competed for customers. During the marketing department era (1940’s-1960’s) many companies changed their thinking, giving satisfying customers a higher priority than manufacturing products.
In the classical theory of marketing evo...
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...lysis showed that an understanding of requisite roles, responsibilities and the task of each division, due to different goal and time orientations, remains an important factor in order to prevent interdepartmental conflict and hinder cross-functional integration. Knowledge has to be transferred across departments to make it easier for functional areas to understand the concept of being driven by customer needs. Furthermore, existing market plans have to be explained to all employees to make them identify that their jobs have do with customers or customer needs, irrespective of the division they work in and of how little they market direction of the company.
“The most important contribution the marketing department can make is to be exceptionally clever in getting everyone else in the organisation to practice marketing” (Kotler, 2003, cited in Koster, 2013, p. 148).
This research seeks to reveal the importance of marketing strategies in today’s complex and competitive business world. For this reason, this study will discuss various theories, issues and approaches of the marketing linking them with W.L. Gore & Associates and thereby propose the best options, ideas, strategies and techniques for the improvement of the company. To reach the points, this study will especially collect secondary and qualitative data and information.
Chapters are made in short format, they are intended to convey one point and free of jargon. The author summarizes the point in one sentence in boldface italics. Hints and tips cover the conventional four P’s of marketing, which are product, place, price and promotion, in an irreverent and iconoclastic manner, nothing is sacrosanct.
Marketing is that broad area of business activity that directs the flow of services provided by the carrier to the customer in order to satisfy customers’ needs and wants and to achieve company objectives. Marketing is more than selling: it involves a number of business activities, including forecasting, market research and analysis, product research and development, price setting, and promotion, including advertising. Marketing also involves the finance activities such as credit and collection that are associated with ticket sales. Marketing is customer oriented…Without marketing and sales, there would be no airlines. (p. 274)
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
It discusses broadening the concept of marketing and new approach to marketing, which emphasises on social and relationship marketing. Then, the government/public sector has been introduced and it proceeds with whether traditional marketing principles can be applied to the marketing of organisations in this sector. It concentrates on issues of relevance-how marketing mix fits to it, what are the benefits and constraints. 1.1 The Marketing Concept and the Marketing Mix: Before proceeding further, it is essential to define what marketing is: Kotler (1991) defines marketing as “a social and managerial process by which individuals and groups obtain what they want and need through creating, offering, and exchanging products of value with others.
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
It is a well-known fact that marketing is a way to get the business off the ground. Without marketing, then no one will know about the goods and services a brand is selling. “Good marketing makes the company look smart. Great marketing makes the customer feel smart.” (Chernov).
...rgues that there is no time to focus on the future and what’s in store for the business. However this is acceptable because this is the reason why the second department came into use. Therefore the second department deals with the future of the business. It seeks to come to conclusions on what direction the business is going three to five years from now. In my opinion separating marketing into two departments is a very clever idea as people can focus on one particular job instead of many, this makes work more straightforward and clear for the employees. Kotler explained that he came with the idea from an American multinational company called ‘General Electric’ (GE) who hired a person to help them find out what what going to happen kitchen in the next three to five years. The main aim of this idea is to make a brighter and more predictable future for businesses.
Marketing is a very broad term, which encompasses all the activities that help businesses in identifying their customers and needs of their target market, utilising all the communication resources in order to target their target market, eventually persuading them to purchase the organisations products and services. It is much broader than the concept of selling, as selling just includes techniques of direct communication used to persuade the customers to buy the products and services of an organisation. In fact, sales are the integral part of marketing. Marketing also helps organisations to utilise all resources in an efficient way to gain customer satisfaction, which will eventually help in the growth of the company. While, on one hand, marketers tend to focus on the needs and preferences of the customers, they also need to keep a close eye on their competitors (Gillespie, 2010). Companies always look to beat down their competition with providing better products and/or services, or by providing less-expensive goods to the customers than their competitors, in order to achieve or maintain the leading position in the industry. The core focus of this paper is to identify and discuss the core aspects how managers could maintain the marketing activities of the organisation in the global context.
American Marketing Association Board of Directors approved the definition of marketing in July 2013 as ‘Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.’, Ama.org (2015). With the growth in economy, competition and market fragmentation, the marketing became more sophisticated. The large heterogeneous markets were divided into smaller segments with similar needs, wants and buying behaviour, Kotler,P., Armstrong,G. (2014).
Petty Ross D. Editor's Introduction: The What and Why of Marketing; American Business Journal, Vol. 36, 1999
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.
Traditionally, marketers were focused mainly on selling a product. They started with production and marketing was done while selling and promoting the product to attain sales at a profit. In this technique, they were of the view that the product should be brought in the market with an aggressive selling strategy and imposed in the market through promotional pressures. Their marketing purview was limited to 4P’s which are product, promotion, price and place for profit maximisation.
The major objective of any company is to make profits. Marketing is responsible for identifying a company’s customers anticipating their needs and wants, satisfying theses needs while keeping the its major goal which maximizing profits