• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Critically evaluate the role of marketing within an organisation's corporate environment

Extracts from this document...

Introduction

CRITICALLY EVALUATE THE ROLE OF MARKETING WITHIN AN ORGANISATION'S CORPORATE ENVIRONMENT Companies have been assisting for a few years now to a great amount of changes within the marketplace, partly due to the establishment of the European Market, the mondialisation and the globalisation of the commercial exchanges. Competition has been broadened to the worldwide level and this opening to a wider and more competitive market has led companies to engage a fierce race to gain or retain market shares and to increase the consumption level of their products (Colgate & Danaher, 2000). The use of marketing has become an essential part of the corporate global strategy and it plays an essential role within the firm's mission and corporate planning activities (Brooksbank et al., 1999). It is generally used to assess and to broaden the company's understanding of its environment (with for example PEST and SWOT analysis) in order to identify its strengths and weaknesses, to build strong relationships with the consumer and to be able to face intense competition to meet the company's objectives. To resume, marketing is the stronguest tool to adapt the company and its products to the market, to respond quickly and flexibly to the changes in the company's environment, and its main role is to differentiate its products and to use branding and relationship marketing in order to stay competitive. ...read more.

Middle

Lloyds TSB bank for example keeps doing market researches in order to understand its consumers' needs and to assess their satisfaction of the products and services it offers, in order to understand their expectations and to eventually bring changes to unsatisfying areas of its business and to prevent its consumers to switch to another bank. It is all about building trust and commitment on both sides. This is defined by Romano & Ratnatunga (1995) and by Webster & Frederick (1992) as "Marketing as a culture", and it relates to the ablity of an organization to assess market attractiveness (by analysing customer needs and competitive offerings in the marketplace) and potential competitive effectiveness. In order to build and to preserve the image of their brand, companies must understand all the elements that can differentiate their brands from the competitors, and they must put in place an intense and active loyalty relationship, which would allow consumers to find their place in the marketplace. Once they achieved to understand, they must communicate their understanding by puting in place actions. Another role of marketing is to maintain the company to a good competitive level by differentiating its products and by positioning itself. Marketing as strategy is the emphasis at the SBU level, where the focus is on market segmentation, targeting, and positioning in defining how the firm is to compete in its chosen businesses. ...read more.

Conclusion

Once again we can see that the consumer is at the centre of the companies' worries and objectives. To conclude, recent studies, such as Ganesan et al.'s "Role of Marketing in the Corporation: A Perpetual Work in Progress" (2004) highlight the fact that companies are evolving in a constantly changing environment. The use of new technologies, the competitors' innovations and other factors point out the fact that there is a constant need to evolve with the environment and to adapt it as it changes. Therefore it is primordial to keep changing their marketing strategies and to keep themselves up to date with the new trends of the market in order to stay competitive. The role of marketing is to influence the market in order to satisfy the consumers and to build their loyalty in order to increase profitability, but as history already saw with the evolution from the product-centred marketing to the consumer-centred marketing, this might change in the future and new data could come and change the game again. As Webster & Frederick underlined, marketing has always been changeable, both in its conceptual and academic aspects and in its management and organization within firms. They also argue that any change in the firm or in its market environment inevitably have an impact on marketing and on the influence of marketing within the firm. "As the internal and external environment change, so must marketing. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. This coursework entitled "Marketing" is about creating a marketing strategy for a new or ...

    Audi also have strength in the success of their previous cars, including the old A6. This enhances the company image and makes it easier to launch a new product, like the A6, as people know it will be good quality.

  2. edexcel Marketing Assignment

    of producing a good or service is taken and added onto a certain percentage called the mark-up to arrive at a selling price Price skimming Market skimming is when a high initial price is set for a certain product. This pricing strategy is usually used by businesses when introducing a new and unique product into the market.

  1. Free essay

    Marketing Simulation Game

    These dynamics lead to better knowledge development. As a team, we deliberated on alternative decisions in the light of our marketing strategy and in the end we gained more knowledge on how to work as part of a team of marketing managers.

  2. Strategic Marketing Report - Virgin Trains

    But Virgin are renowned for their niche market sections. So if Virgin targeted the other sections like OAPs or Parents then the chances are they would get a large sales because that market doesn't use trains so they are susceptible to a new area to which they are not familiar.

  1. Event management

    ticket price (Johnny Allen et al, 1999) In effect marketing has evolved well beyond early views of the marketing concept as being the meeting of customer needs through decisions about the four Ps15. The 'product' of an event is the set of intangible leisure experiences and tangible goods designed to satisfy the needs of the event marketer.

  2. Produce a marketing strategy for a new or existing product

    Political, Economic, Social and Technological. This is a frame structure that identifies the key factor external to an organisation that are likely to have an influence on the organisation in the coming months and years. PEST stands for Political, Economic, and Social and Technological influences all of, which are external.

  1. RELATIONSHIP MARKETING AND CUSTOMER LOYALTY

    means of achieving customer satisfaction, maintaining th? customer base and ensure long-term profitability (Reichheld and Sasser, 1990, pp 11-111), in addition to fan th? flames of confidence. Indeed, one would expect ? positive result of ? partner whose integrity can rely with confidence (Morgan and Hunt, 1994, pp 34-78).

  2. This report will focus on the adult palliative care provided by SAH proposing a ...

    Sargeant (2005: 57) outlines three categories of competition; 1 Competition for Resources 2 Competition for provision of non-profit services 3 Organisations with competing missions 4.2.2.1 Competition for Resources SAH must be aware of all non-profit organisations within the North West of England who could potentially compete for resources, both financial and human.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work