Nature and role of marketing
Marketing is a process of selling and communicating the availability of goods and products to consumers. It is an act of enticing public by giving information of the location of the products. It is an organizational function of delivery, creation and giving customers value. It is extended to customer's relationship that benefits institution in improvement of the product sale. Marketing is described as the science and art of choosing the market target. It is made possible through market analysis and segmentation. It is projected to customer understanding in their purchasing behavior. The marker is given a chance to give priority to the superior and royal customer. This is projected to the customer value in relation to the organization or the product and services that are provided.
At the wider view of the marketing, societal explanation is in line with the material requirement and patterns of the economics in the surrounding. Therefore, satisfaction of marketing to the needs of the society and wants leads to the building of the relationship of the organization and the society in the long term. There are several concepts of marketing of which the organization may choose to operate. They include the concept of production, selling concept, concept of product and holistic marketing concept. The holistic marketing has four components namely are relationship, internal, integrated and socially responsive. These components of marketing make the entire field of marketing more lively and attractive to the customers in regard to the area and status of the products. The social class and the lifestyle of the community and the product dictate the marketing to be used.
Role of marketing
Marking has a great function in an organization processes and sales of the products. It helps in giving the insight of the market and capturing the identified target. Marketing is of the organization in fishing the customers and getting the information that helps the organization growth. During the marketing, the direct feedback is collected. These feedbacks direct from the customers helps the organization to react accordingly. This information also makes and gives the management a chance to improve in the operation. Therefore, efficiency and effectiveness of the organization is restructured in improvement of the customer's services. This is meant for enhancing the customer's relationship and creation of strong bold.
The second role of marketing is connection enhancing of the organization and customers. This connection makes the relationship of the organization and their client to remain for a long period. Organization has to use the customers and loyal client in decision making by inquiring their feedback. This is done using their response according to the report they give. Most of the organization uses this connection in making a production decision. It helps in maintaining the royal and attracting the potential customers. The connection of the customers and the organization make the produced product gain popularity in an ease manner. The company uses the stored data in the company's record such as emails and phone contacts to send short messages to the customers in acknowledging and informing them of the new product in the market.
The third role of marketing is building strong product brand. Marketing helps to collect more information in regard to the customer's demand and wants. This makes the organization to come up with the strategy of coming up with a competitive product in the market. The combination of the present product in the market and the ideas from the customers, the organization comes up with a new brand. The new brand helps in the attraction of many more clients to the company. This at the long run helps the company to earn more leading to the profitability investment. Using the available resources and technology, the organization is in a position of producing a new line of the product.
The customers help in giving ideas that contribute to the development of strategic idea. Management uses the idea presented has to be implemented with the aim of retaining customers. Marketing plays a major role of developing and communicating market value. An organization seeks to produce and delivery of the valuable product. This makes an organization remain more competitive in the industry. Communication to the customers and marketing process leads to the customers be aware of the new product in the market. Communication has various means, but the most important is value maintenance. It helps the company to retain customers and attract the potential. Delivery of the high value product makes an organization to market its processes and win the confidence of the customers. Therefore, delivery of the high value products has a different message to the customers. In the marketing, value shows attribute of the organization concerning product and services delivery.
Marketing operation with business organization
Marketing strategy
Business organization depends entirely with the marketing in all its processes. It is from the production to delivery of the product and customers relationship maintenance. Marketing strategic plan is one of the business organizational functions in enhancing the wellbeing of the business. The management has a big role in making decision that match with the objective of the organization. In so doing, the organization productivity is enhanced and projected to performance that leads to improvement of production level. The business management makes the marketing strategy according to the market target and good produced.
The strategy varies with the product and the mode of transaction. To start with are the social class and the status of the customers. Lifestyle of the community dictates mode of marketing and provision of products. This is at time where the products are made available in meeting their demand. Value setting and selection of the high and low class of customer's lifestyle helps in maximizing on the productivity. Marketing strategy helps in identification of the customer's preference and mode of satisfying them. This makes the company to maximize their effort in the identified areas. This has a positive reward in making the profitability and increased sale of the products. These strategies help in shaping and maintaining the marketing offerings intern of delivery of quality product. This enhances consumer's satisfaction as their needs are met.
Promotion
Promotion is the second marketing operation with the business organization in building strong relationship. An organization interacts with the community sing the social event to market its product. The most used social activity is the show exhibition whereby an organization presents its products to viewers. This is a mode of marketing that promotes the sales and providing information the potential customers. In most cases, agricultural shows attract many people hence providing organization to get a chance to market their products.
Another social event such as games sponsoring has a major role in promoting the organization's products. It helps an organization to meet with the customers and attracting a potential customer. This mode of promotion is prominent in most sectors of business as immediate interaction of the management with the customers helps in response to their queries. Customers raise their question where immediate response is given. Community activities such as clean up in the areas such as slum by an organization help in interaction with the customers. An organization can coordinate a community activity that brings interaction of the employees and the members of the community. At this point company promotes its product through interaction and gaining popularity.
Communication and advertising
An organization communicates to their customers of the products through advertising. This is the mode of giving information to the customers and potential client. In the marketing, there are several modes of communication that are applied by an organization according to the customer's target. Businesses that operate in the international market have to find means of advertisement that can get to their customers. Therefore, as organization advertises, has to consider various factors. The mode of advertisement consists the use of the local televisions and radios. This marketing targets local customers. It gives them the location of the business and the products available.
International television attracts international customers. The second mode of the advertisement is the use of the billboard and the street's screens. This makes the information about the product available to the public at large. The international organization uses the internet in advertising their products. This mode of advertisement gets to the users of the search engine. The technological advancement has made advisement easier and most efficient. This has made the cost of advertisement to go down and accessible to many firms.
Consumers influence by marketing mix
Market mix influences the consumer's satisfaction as a strategy use by an organization. It helps in identification of the marketing goal as the targeted clients in the specific place are given more consideration. It helps in the creation of long-term growth of the firm in the development of quality products. Differentiation takes place in the organization as different customers are targeted and increasing the company's productivity. The use of the four Ps in the formulation of the strategies influences the customer's reaction to the company's product. These four Ps stand for price, product, place and promotion. Integration of these four elements helps in giving the guidelines of making and meeting the customer satisfaction. They help the management in the development of the marketing strategies as well as plan.
Product is an organizational item that is goods and services help meeting consumer demand. They are categorized as tangible and intangible products. These products are subjected to various stages in the market sales. The stages include growth, maturity and eventual period at point of sales decline. This makes the marketing organization to keenly understand the stage of the product in the market. It helps the management to come up with a strategic move to replace the product at the last stage either by differentiation. An organization gets a chance to remain competitive firm in the marketing and production of fast moving product.
The research done in the marketing of the product helps an organization to develop product mix. It enables the marketers to expand the product and the line of production. It gives the management a chance to develop various ideas of exploitation of the new brand and fully utilization of the organizational resources. Price is considered as the amount that each customer produces to purchase the product. In the determination of the company profitability and the survival state, pricing of the products is used. Pricing strategy has an impact to the organization as it affects the demand of the products and sale.
Promotion involves all methods in communication that marketers apply while providing details and information to customers about the goods available. These methods are such as public relation, product promotion sale and advertisement. Any business communication in radios, internet, print media, cinema commercials and billboards covers advertisement. Others are social activities such as sponsorship of the social events. This is in games that bring different peoples together.Finally, distribution of the products defines the place where the products are delivered. The desired place is one which is accessible and convenient to the customers.
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