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Distinguish between Marketing as functional areas of management and Marketing as an overall business philosophy.

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Introduction

Assignment: Distinguish between Marketing as functional areas of management and Marketing as an overall business philosophy. Discuss, giving suitable examples, why it is increasingly becoming important in today's highly complex and competitive business environment to practise such an orientation. Marketing is a management process responsible for identifying, anticipating and satisfying any customer's requirements profitably. Marketing consists of two inter-related areas. These are that marketing is a set of management techniques and also a concept that focuses on the customer known as the Marketing Orientation. Marketing can be defined differently. Marketing as a philosophy, puts the customer at the centre of a company's operation. This is what helps a company stand out from another company and therefore this is what earns business money. "In order to achieve company goals, you must identify and satisfy the needs and wants of target markets. The organisation must also be more efficient then its competitors." The needs, wants and demands of customers are always changing and therefore, various companies need to take this into consideration and thus take action if they want customers to keep purchasing the products and services from the particular company in question. The needs of the customers cannot necessary be created by marketers but they can definitely influence them. This is part of human nature. For example, I am hungry I need to eat, therefore needs can range from basic requirements for survival to more complex things such as the longing and recognition of friends and family. ...read more.

Middle

Marketing implementation is a process that turns any marketing plans into marketing actions in order to accomplish strategic marketing objectives. The Marketing manager has to ensure that the company has suitable resources. He must also be able to allocate tasks so that each and every worker knows what his or her role is. Marketing planning focuses on the what and why of marketing activities whilst implementation focuses on the who, where, when and how. Implementation is difficult since it is often easier to think about good marketing strategies then it is to carry them out and put things to action! Control: Many problems come about during the implementation process and that's why it is important for the company to practise constant marketing strategies and plans. The management must first set the marketing goals, and then they must measure the performance on the market place and thus evaluate any differences between expected and unexpected performances. Controlling the Marketing Mix which include, people, price, production, promotion, physical evidence, product and process, also know as the seven P's and taking into consideration the company's objectives and target markets, should be well thought-out in order to ensure that everything is working great together. To achieve the goals of an organisation, it is not only the responsibility of the Marketing Department but also of the organisation as a whole. ...read more.

Conclusion

Alternatively, similarly to the product approach, brand managers may spend too much time negotiating with other departments rather then focusing on increasing sales. Another similarity between the two is when a company decides to work by functions. This means that there are specialised areas of marketing in this company. These specialised areas include distribution, communication, marketing research, advertising and public relations. Here the marketing director is directly in charge, he has the power to make sure that all the departments work professionally together. Also, the increase specialisation in each area can be obtained and used as a source of skill. Supplies are greater then demands because the different companies are competing for the same customers. Therefore this has turned into a buyers market. Organisations thus begin to realise that selling alone doesn't guarantee satisfied customers and sales. Customers now have more choice then ever and could select the goods and services that best matched their needs. Thus, it is increasingly becoming important to practise the marketing orientation rather then marketing as functional areas of management due to the high levels of competition and complexitivity amongst the various companies that are around. Completed by Charlotte Bajada Marketing Advanced Level Reference: Marketing, an Introduction, Lectuers' Notes and The Sunday Times, January 23, 2005 (page 41) ?? ?? ?? ?? Assignment One, Charlotte Bajada Tutorial: Tuesday, 1pm ...read more.

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