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In this age continuous marketing improvements from past has transit this period into a standardized era of quality marketing, those entities who were able to survive market pressures and have become what they are today is because of the effective inputs of their marketing departments, many organizations and large companies today are successful enough to be at the top, because findings have proved that results of success have come from the efforts spent within their marketing department at effectively basing their planning on market research to make appropriate decisions to carry out sales and marketing. (Martin, 2015)
From a good market research organizations and companies are able retain appropriate information to improve their services and products and present them well in the markets for interested customers for exchange of values with items through marketing, according to Kotler & Armstrong, marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”. Because businesses aimed at being in a good number of market exchange with customers to offer something in-exchange of revenue, make profit and to continuously serve in the markets the organization is liable to monitor the effectiveness of its marketing department to enable the entity to manifest in good health. (Management Study HQ, 2018)
Without an effective functioning marketing department, the business will not gain recognition from its target markets, sales will fall, more customers will leave and demand will decline leaving less earning revenue for the business will eventually lead business into bankruptcy and closure. This essay is all about why it is important to have an effective functioning marketing department? It is understood that the marketing department is the shelter of where marketing activities are planned and its effectiveness lies within the hands of the specialists of the department whose responsibilities are at conducting planning, marketing strategies, and collecting information to find needed problems to help them go about in providing the right products and services to the target markets. Without the following marketing process, the marketing department will not become an effective functioning marketing department within its organization. Listed are the processes that creates an effective functioning marketing department (i) understanding the marketplace and customer needs. (ii) Design a marketing strategy and construct an integrated marketing mix (iii) build profitable relationships and create customer delight and Capture value from customers to create profits and customers’ equity. (Martin, 2015)
For all organizations who sells products and services there is no doubt that these firms should have effective functioning Marketing Departments to control the marketing activities of the entity, when organizations or companies are created the next issue is to know how to manage the entity and one of the important departments that can nurture and promote the life of the business is the marketing department. That is why huge companies and organizations are observant in monitoring their marketing department to be confident enough that the department is actively functioning and is able to carry out the firm’s business activities when the company is establish. (Martin, 2015)
The contribution of a marketing department within a firm. Modern marketing departments can be arranged in several ways. The most common form of marketing organization is the functional organization in which different marketing activities are headed by a functional specialist like a sales manager, an advertising manager, a marketing research manager, a customer service manager, and a new product manager. These individuals are in-charge of the selling, advertising, customer service and other marketing activities within a marketing department of the organization. This department is responsible to reach out to market prospects, customers, the community and/ or the investors to create an attracting image that can represent the company to return positive feedbacks once goods are sold under its brand representation. (Kotler A. A., 2001)
Firstly, the team of marketing specialists look at how to develop a customer focus through developing information on market research, obtaining past records from the internal organization records and gaining information on marketing intelligence, that is the systematic collection and analysis of publicly available information about competitors and developments in the marketplace, to help them understand the market place, customer needs, wants and demands for marketing managers to make appropriate decisions to be used when planning and developing what products and services to provide to fill the needs, wants and demands of the market. (Kotler B. B., 2010)
Secondly, designing a customer driven marketing strategy and an integrated marketing mix. A good marketing strategy is able work in line with the firm’s mission and objective to structure the marketing position for the products and services for targeted customers, with marketing strategies the firm is able to identify its strengths, weaknesses, opportunities and threats or SWOT in short so that the firm knows its capabilities, resources and performance trends based on its strength and weakness and to have a better view of the external environment to identify future opportunities and highlights current and future threats facing the organization. This will enable the marketing department to conduct better planning and reduce risks as possible. The marketing strategy also involves developing of an integrated marketing mix for the firm, once the target market is identified the marketing department implemented the marketing mix, these are the controllable marketing variables: product, distribution (or place), promotion, and price. Marketing mix simply means blending the four marketing elements appropriately to achieve the maximum response from the target market. As the marketing department carries out planning it has to include the marketing strategies and the four marketing P’s so that it would be aware of the internally and externally marketing needs to prepare well to survive the challenges that will be faced in the market area. (Robert F.Lusch, 1949)
Finally, build profitable relationships and capture value from customers to create profits and customer’s equity. To build profitable relationship the entity’s marketing department must be flexible to develop improved or customized products and services relating to the current taste and lifestyle of the target markets so as to meet the demands, needs, and wants of the customers this will hold on to existing customers to have loyalty upon satisfaction they receive, will attract more customers into the market and will convert unprofitable customer relationships into profitable ones. This can only happen when marketing managers of the marketing department are better equipped to diagnose problems through appropriate measures. (Measuring customer profitabilty, 2007)
With technology and other improvements societies these days with targeted markets cannot settle for a shallow kind of produce or invention knowing that improvements on products and services are continuously improved each time with the generation era, the marketing specialists within a marketing department has to continuously be made aware through market research to find potential customers, know about the external environment and to analyze records of previous business transactions to attain relevant information. The effective functioning of the marketing department enables good planning for marketing strategies with a customer focus to capture the valued customers in the target market, and to build profitable relationship with the existing customers and loyalty based on satisfaction given by the operating entities. (Linton, 1990)
Looking globally almost the entire face of the huge cities and towns are governed by industries, companies, businesses, organization and all other commercial bodies all created for one purpose and that is to reach an exchange with their target markets. Everywhere any entity operating with aim to reach market to exchange offerings for funds, profit making and an interest in a long lasting survival market should have an effective marketing backbone the department to create such business life, hold back and to bring more customers to continuously be motivated to purchase products from the organization is a well-represented active functioning marketing department of the organization. (Martin, 2015)
References
• Martin. (2015). Marketing Department: Organization, Tools & Responsibilities. Retrieved May 18, 2018, from https://www.cleverism.com/marketing-department-organization-tools-responsibilities/
• Management Study HQ. (2018). What is Marketing. Retrieved May 18, 2018, from https://www.managementstudyhq.com/core-concepts-of-marketing.html
• Philip Kotler, Stewart Adam, Linden Brown and Gary Armstrong. (2001). Principles of Marketing. NSW: National Library of Australia.
• Philip Kotler, Linden Brown, Sue Burton, ken Deans and Gary Armstrong. (2010). Marketing. NSW: National Library of Australia.
• Robert F. Lusch & Virginia N. Lusch. (1949). Principles of Marketing: Queensland: Australia.
• Michael D.Hutt, Thomas W.Speh (2007). Business Marketing Management: B2B: Australia.
• Ian Linton (1990). Organizational marketing activities. Retrieved May 18, 2018, from https://yourbusiness.azcentral.com/organizational-marketing-activities-3057.html

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