The role of marketing and marketing department

University Degree Business and Administrative studies

TITILAYO TOYIBAT OLAIFA

TOPIC

DISCUSS THE ROLE OF MARKETING AND MARKETING DEPARTMENT USING AN ORGANISATION OF YOUR CHOICE TO ILLUSTARTE THE POINTS MADE.

INTRODUCTION

This analysis will look into the nature of marketing and marketing department within a specific organisation taking into account its’ operation, structure, internal dynamic and also the organisation’s environment. It will cover in detail within context, the role of marketing and the function of the marketing department looking into the rationale of different activities performed in a particular organisation.

DEFINATION OF MARKETING

In relation to Nutt and Backoff (1998:25). Marketing Identifies unfulfilled needs and desires, is also the key element of adverting, promoting product, it also the sciences and art of exploring, creating, delivering values to satisfy the needs of customers, in other to make profit. According to the American marketing association (1985), marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.

According to Barnard (1938) and Senge (1990). “marketing roles are essential in an organisation.”. Looking back overtime organisation has been part of human condition since the earliest of times. In other words without a great cooperation, coordination will not perform to its best effectively

Every now and then organisation must research the market for opportunities, predict and set a goal to be met on their aims and objectives to accomplish a positive result within their internal and external environment. An organisation focus is integrated within the role of marketing. Marketing plays a vital role in an organisation, the marketing department entity on its’ own which is conventionally charged with doing a particular assignment that are deemed to be marketing which are the market research, not forgetting the marketing mix mostly known as the 4p’s. Product, Promotion, Place and price. To be ...

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With the marketing department to help organisations to build good trust and reduce conflict of interest.

All organisations are deemed to always have a marketing department and it plays a lot in any organisation. Communication is ital and must be recognised for an organisation to get out the right product, the right price and also ensure they reach their target audience, this is an example of the role of marketing. Asda which is one of the leading food chain stores in the United Kingdom and a part of Wal mart has taken to the consumers changing behaviour and helping by responding to new opportunities and get to be the first with newly found innovations and still remain an internationally domain supermarket.

Asda’s marketing department also identifies the factors that are likely to either positively or negatively influence their demand for a particular product and by doing this they will have a clear picture of how they are doing within a particular product sector and will be able to make sure that consumers are getting the best for their money and competitors are not cutting them out. To carry out this effectively Asda makes sure that they take into consideration the consumers’ income also have the right range of advertisement is reached out to the right target audience. Asda has a multinational organisation has also innovated the global change of technology and this makes it easier for the marketing department to act fast and effective when they are trying to reach out to the media and get the attention of their potential customers.

Making sure there is focus in an organisation’s marketing sector falls within the department that deals with it. Asda as an organisation need to understand the needs and wants of their customers they bring to the market a product that most satisfy the right customer also to elevate an understanding to change the consumers need the company bring to the market a good production and planning. Asda’s production and planning department set the standard and target for their production process. Asda’s key element is their price for different products and service, price is the key element to marketing process and price is also important to the suppliers, producer and the customers. Asda is well known for their low prices even after competitors like Tesco, Sainsbury’s and Morrison strike they always meet up o have a price match. Asda does not just stock their own products they also market for other companies in other to have a edge on their competitors and also to diversify their products they also sell electronics , clothing , services and much more. Asda gives free parking to their customers, and also enables free online shopping and delivery to customers who are not able to access the stores. Asda has a petrol station incorporated with a convenience store to enable the local community to benefit from them.

The marketing role plays a vital role in an organisation to be able to identify the major needs and wants of customers in order to make the organisation is in a better place to satisfy customer needs and wants, its’ also high importance for the marketing role to undertake research, to promote products, to create adequate awareness of product offerings and the benefits the products bring to the customers. For organisations to be informed of the changes within the marketplace in order that the organisation can change to satisfy the changing wants and needs of market place all this activates are operated by the marketing department.

Creating the desire for products and helping to stimulate demand is all part of the marketing role.

Most importantly all element of the marketing mix must be co-ordinateded all together. Marketing is about the core relationship between products and customers and is reached out by the marketing department. It is as much a managerial philosophy as functional activity

List of reference

International directive of company histories (2000) st.james press, vol.32 (online) available from

Cole.G.A (2006) Management Theory and Practice, padstow Cornwall (UK)

Paul C.Nutt and Robert W. Backoff (1993)”transforming public organisations with strategic management and leadership”, Journal of management special issue 4

Mike. S. (2007) Fundamentals of management, Glasgow: Mc Graw-Hill Education (UK)

Jane. P. (2000) Fundamentals of marketing, Princeton, NJ: Princeton university press

Marketing tools to position yourself, (2007) by Randall S. Hansen, Ph.D. (online) Available from (8th February 2009)