The role of marketing in an organization

The role of marketing in an organization

Marketing can be defined as a process of management responsible for establishing, forecasting and meeting the needs of the customer and in turn making a profit (Armstrong, 2015). There are four critical elements to look at when describing marketing. These are, management process( marketing needs planning, and it’s a critical element in the organizations strategic plan),establishing consumer needs(for a business to embrace success, it must understand its consumers habits and needs), forecasting( anticipating the needs of  clients offers great competitive advantage), meeting consumer needs(  products developed need to satisfy  needs of consumers) and profit generation( costs should be exceeded by the returns).

Marketing, therefore, revolves around the customer. It places priority on the consumer ensuring that their desires, needs, and wants are adequately met. Today, businesses have vastly developed, and the marketing role has to be prioritized. Marketing plays various roles in business, and they include:

Competitive advantage: Competition today has increased greatly by a significant margin. Businesses have now intruded avenues such as social media to reach a greater audience for their products and services. The use of technology has broadened as markets and shifted to online platforms (Vinerean, 2013). Majority of them have achieved great success, and their clients are better informed than before.                                                                                                                                                    Customer relations: Marketing tends to establish organization and customer relationships. It generates certainty to want to use a good as opposed to goods penetrating the market without public knowledge (Wirtz, 2014). This renders marketing an important aspect of any organization. Marketing creates the goodwill of any organization, shaping its image and how people deem its products and services.

Revenue increment: When looking at profit based organizations, marketing is critical for an increase in returns for sales (Wirtz, 2014). This is followed by increased realizations in profit levels for the organization. It also aids in growing the customer base for the business. This occurs especially when the business is associating with greater corporate clients and where decision making involves many individuals.

Marker share protection: All organizations are in constant competition trying to protect their share of the market. They carry out publicities, campaigns, and promotions with the aim of establishing client loyalty and retention (Rego, 2013). Marketing aims to ensure their products are more prioritized by consumers. It also increases the customer base broadening the organizations market share (Rego, 2013)

Interrelation of Marketing with Other Functional Units

The marketing function conflicts with other functional units in trying to meet the overall organizational goals.

Production department: The production function works hand in hand with the marketing function to ensure that items manufactured to coincide with the requirements of the consumer. It also ensures proper research, analysis and development are carried out for consumers current and future requirements. Working closely ensures units of orders provided by the marketing function are timely delivered as scheduled (Morgan, 2015). The marketing department acts as a guide to the production department. The marketers will require products timely to carry out their marketing function to gain competitive advantage, whereas the production unit will need to create and test products entirely to ensure they meet the required health and safety standards.

Finance department: The marketing function works together with the finance function in ensuring the laid out budget caters for the research analysis, publicity, promotion, and logistics. The finance function ensures all other functions work within the organization’s financial strengths (Morgan, 2015). Every function needs to operate within its budget. In situations with high return opportunities, marketing function may want to spend more. It may place priority on volumes of sales and broaden market share. On the other hand, finance function may prioritize on cost reduction, capital flow, and payback period analysis.

Human resource department: The marketing unit functions together with the human resource department in ensuring required skills, recruitment and staffing procedures are undertaken. This is done to initiate and develop new products, ensure required targets of production are met and to ensure competency in the performance of created sales team.

Duties and Responsibilities of Marketing Officers

Marketing officials are responsible for leading marketing functions. They are burdened with the task of funding, risk reduction, expansion of companies, product image and marketing costs (Cannon, 2013). The responsibilities can be broadly illustrated as follows.

Planning and finances: Marketing officials will be responsible for financial management of the marketing functions of the company. They will oversee the sales function. They will consult with the senior management to ensure they have similar goals. They will create strategic marketing plans meant to steer the company to attain its goals (Cannon, 2013).They will monitor and guide the marketing function as they implement the plans.

Image of the brand: Marketing officials will enhance presentations and publicity to enlighten brand image. The placement in the market links directly to how it’s perceived in the market. They will also innovate and initiate new services presently void in the market.

Diversification: As a result of successful operations, the company has increased capital. The marketing officers are to put to use the extra capital to enlarge the company size in the various branches in Manchester, Newcastle, Glasgow, and Aberdeen. The marketing officers may ensure that National Express reduces the number of advertisements on various platforms. They will oversee the returns on the endeavor and decide whether to continue with the attack. They can also develop new products and increase the market size (Rego, 2013). The marketing officers on overlooking trends in the market will decide its needs and requirements.

Customer relationship: Marketing officials will come up with new methods meant to strengthen and heighten the relationship between the transport company Your Destination Company and the customers in the new branches (Armstrong, 2015). This will be attained by more purchase and delivery, intelligent marketing publicities and overlooking on new potential platforms. The marketing official should remain loyal to the company. They need to understand the latest trends in the industry to cope up with National Express.

Proposed Structure and Operations of Marketing Department

The key players in the structure and marketing department are the vice president, marketing manager, market researchers, public relations and creative services (Armstrong, 2015).

Vice president: The vice president is charged with heading the entire marketing function. The vice president is responsible for initiating plans and forming market strategies for the company operations. All marketing employees report straight to the vice president. The vice president acts as a link between the marketing department and the senior management or the company owners.

Marketing manager: Marketing manager is responsible for strategic marketing for the company. This involves choosing platforms for instance advertising in websites, advertising in print, initiating marketing publicities to reach company clients.  The marketing manager is responsible for all marketing workers and reports to the vice president.

Market researchers: Market researchers are responsible for gathering information about their intended clients, company competitors, and the market area. They can use documentation in gathering information (Cannon, 2013). They place priority on statistics, market surveys to search for information. The findings from the research obtained are implemented by the marketing manager to initiate programs.

Public relations: These are individuals that deal with non-paid publicities. Public relations provide a press release to the general media with the aim of obtaining attention to the company. They are the spokespeople of the media for the company. They thus organize interviews for the company seniors with the media. The difference between the marketing manager and the public relations is that the manager handles the marketing budget while the relations officer is free.

Creative services: These are individuals mainly involved in uplifting the brand image to the society. The innovative individuals aid the marketing manager come up with designs portraying the perception of both the senior management for the organization. They are majorly involved in graphic creations and web designs.

Contribution of Roles and Responsibilities Played By Marketing Officers to Wider Organizational Objectives

Planning and finance management: The role of financial management will go a long way in reducing costs for the company. The overall objective of any company is to increase revenue and at the same time reduce costs by a greater margin. Marketing officers will concentrate on activities that save on costs, for instance, online advertisements and at the same time reach a greater population (Vinerean, 2013). On the other hand, proper planning will ensure that the whole company moves in one direction. All the managers have a similar goal since they are guided by a similar strategic plan. This will steer the company and enable it to attain its overall mission and vision.

Branding: Marketing officials attain proper goodwill and shape the company image through appreciation of innovation. For example, the use of graphic and web design will go a long way in enhancing brand image (Maclnnis, 2014). This will help bring the senior management perceptions into reality about the transport services they offer and also give a competitive advantage against National Express.

Diversification: Growth is one of the objectives for the company Your Destination Company having been in operation for three years. The extra finances generated can be utilized in enlarging the branches in Manchester, Newcastle, Glasgow, and Aberdeen. The marketing officers may ensure National Express reduces its advertisements on various platforms thus widening its market share. This will earn it a large customer base.

Customer relationship: Strengthening the relationship between the company and its customers in the new branches will create and enhance customer loyalty. This will be achieved through intelligent advertising and overlooking other viable sites, in turn, widening the market share. The increased market share will boost the returns for that particular period for the company. Understanding the need of its clients will go a long way into poaching some clients from National Express.

Ways in Which Organizations Use Elements of Marketing to Achieve Business Objectives

The 7Ps aid the organization in carrying out the business internal and external environment; assess its position in the market and conducting an analysis of the competition. It helps the company identify its competitive advantage for better performance in the industry (Khan, 2014)

The marketing mix 7Ps

Product: The product needs to meet the requirements of the customer. The fundamental question to be looked at is how the company can develop its product and services. The company here should look at quality, image, availability, variety, features, branding and warranties for the product.

Place: The consumer should have ease accessing the product. Attention should be paid to the various modes for availing the product to the consumer (Khan, 2014). The company needs to look at the trade channels, sales support, channel numbers and the segmented channels. Do they sell online or simply in the stores?

Price: The value of the product should match the value of money. Customers should be willing to pay more for a product that meets their needs best. The company needs to work on how they can alter their pricing models. This can be achieved by looking at discounts, free or value-added elements, credit, list, payment methods and positioning.

Promotion: Organizations today interact with their clients using various modes. They do this in the best manner appealing most to their audience, for example, promotions, public relations, internet and advertising (Arnett, 2014). They need to lay priority on personal promotion, sales promotion, branding, direct marketing and marketing communications.

People: The Company needs to have a properly skilled workforce to carry out its functions. Company performance relies on the individuals running it that is, the managers, sales representatives, and marketing officers. The company needs to look at the individuals on marketing activities, individuals on customer contact, recruitment procedures, remuneration, training, and skills. The company has to know their people and the skills they possess.

Processes: The manner in which the service is delivered to the client matters significantly. The customer pays for it. The company should look at the design features, customer focus, research, and development and the technical support.

Physical evidence: Company service delivery is characterized by some form of physical prospects.  A good example is printouts provided to an insured person by the insurance provider. The company can look at online experience, staff experience of the brand, and the product’s packaging. The company should work on reassuring their clients.

Developing and Evaluating a Basic Marketing Plan

A marketing plan serves as a basic strategy in a company’s sales. On implementing marketing, it should be reviewed regularly, monitored and changes made to meet the objectives of the organization and meet the requirements of the customer (Kiel, 2014). To determine whether the marketing plan is paying back, various elements need to be evaluated.

  Developing a Marketing Plan

Creating marketing objectives: The first thing is to generate specific marketing objectives (Cannon, 2013). What gain do you want to achieve from publicity? Gains may be in the form of increased sales and number of increased customers.  Objectives serve to create direction and should thus be realistic and achievable.

Specify activities to carry out: Analyze each objective laid down and determine all the activities to work on to achieve your objective. For instance, if one wants to raise sales, advertising may be the best option since the products will be known widely. Consider the type of advertisement that best suits the objective.

Analyze the activities outlaid: Look at the activities you have laid down for each objective and choose the finest that aims to meet your targets.

Decide on the time of activity: Set the time for carrying out the publicity activities which can either be monthly or quarterly. Attention should be paid to estimate the cost of activity and event description.

Evaluating a Marketing Plan

Return on investment: The amount initially invested should return or generate a profit. The expenses utilized in publicity campaigns and advertising against the revenues generated on sales in each publicity need measurement (Arnett, 2014). These measurements will help determine which publicity campaigns generated more and which ones had higher costs.

Customer feedback: The client’s response can significantly help in measuring the success of the marketing plan. This can be achieved through face to face feedback from the customer or viewing online comments to see the customers’ perception of the company’s marketing and which publicities render the greatest influence.

Growth: The effectiveness of a marketing plan can be determined viewing expansion. Marketing that penetrates various segments of the market by either way of growth or recommendation by the client indicates success (Wirtz, 2014). Budget size increment also indicates the success of the marketing plan since it shows support coming from management on the plan.

Competitor feedback: The response of the competing companies shows the effectiveness of the marketing plan. For instance, if they hurry to duplicate one’s plan, this depicts that’s ones initiatives are successful. If the companies publicity events are ignored, that shows the plan is failing, and immediate steps need to be taken. Analyzing the competitors will largely aid in determining the progression of one’s marketing plans (Arnett, 2014).

Comparison of Your Destination Company Marketing Mix to That of National Express In Achieving Business Objectives.

Product/services: Your destination company needs to diversify services by offering refrigeration for goods and new brands (Maclnnis, 2014). This will bring about variety and enhance the company’s image. National express may be void of refrigeration facilities. This will tend to shift some of their clients to Your Destination Company.

Place: Your Destination Company should consider having websites and online platforms aimed at easing access by the clients. The customers will easily acquire services without any physical visits. This will offer a competitive advantage in that some clients from National Express may shift to Your Destination Company in avoidance of costly physical visits.

Price: Your Destination Company should take advantage of elements such as discounts, credit offers and value addition. All these are attractive to customers (Kiel, 2014) and may act as an advantage against National Express.

Promotion: Your Destination Company should use all modes available to interact with their clients. They can do this by through personal promotion, service promotion or marketing directly to their potential clients (Kiel, 2014). They should explore avenues which National Express has not used with the aim of broadening the market share. This will hence give it a competitive advantage over National Express.

People: Your Destination Company can employ a knowledgeable, skilled workforce, which is managers, financial advisers’ sales staff, and drivers. They will help in maintaining their resources, identify opportunities for the company and also identify the weaknesses of National express. Where National Express has not explored, Your Destination Company will be able to venture. This will increase deliveries and raise input regarding cash inflows.

Processes: Your Destination Company can pay attention to client focus; what the customer aims to achieve. The company should research the market and how National Express has been carrying out its delivery functions. This will help it identify cost-effective ways and meet timely demands of their clients.

Physical evidence: Your Destination Company can opt to reassure its clients by offering physical elements after every delivery, for instance, invoices. They can also work on improving the packaging of products meant for delivery. This will significantly raise the confidence level of the clients and widen the market further.

Basic Marketing Plan for Nationwide Expansion of Your Destination Company

Define services offered by Your Destination Company: Your Destination Company aims to make private industrial level transportation. The major questions to be looked at are; does the company make raw material delivery or complete products to their clients? Do they use the internet platforms to make deliveries? Do clients use online platforms to receive their deliveries or do they make phone calls to Your Destinations Company employees? This helps the company initiate methods to market one’s services.

Specify activities to carry out: Your destination Company needs to critically look at the objectives outlined and determine the activities to work on. It may choose an advertisement platform that best suits its objectives. It may opt to choose an online platform for wider geographical access.

Analyze the activities outlaid: Look at the activities you have laid down for each objective and choose the finest that aim to meet your targets. Your Destination Company needs to weigh the activities outlined, determine whether they are viable, achievable and realistic. Look at the budget outlaid. Can the activities function within it?

Decide on the time of activity: Your Destination Company needs to look at its calendar and set the time for carrying out the promotion. It can opt to do so monthly, half-yearly or quarterly. It should pay attention to the costs of promotion and event descriptions.


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