Marketing Department
The marketing department is a division within a company responsible for developing and implementing strategies to promote and sell products or services. It typically encompasses functions such as market research, advertising, public relations, and product management. The department's primary goal is to understand customer needs and preferences, and to create and communicate value to target audiences.
5 Key excerpts on "Marketing Department"
eBook - ePub- Tom Craig, David Campbell(Authors)
- 2012(Publication Date)
- Routledge(Publisher)
...This philosophy requires an integrated approach where all of the organisation’s policies and activities are focussed to that end, and all of the employees assume responsibility for the creation and maintenance of first class customer service. In other words, the belief that the customer is central to the well-being of the organisation must run through all departments irrespective of their specific functions. The role of the Marketing Department in such an organisation is that of product or service champion and co-ordinator of activities. The marketing concept is very much in line with the philosophies of Total Quality Management and Six Sigma, which are explained in more detail in Chapter 24. 28.2 The Marketing Function The role of the Marketing Department varies according to the needs and situation of the organisation. Some are very large and elaborate whilst others have none at all or perhaps just one marketing person. Furthermore, the responsibilities of the marketing function also vary greatly. Some marketing functions include research and development (R&D) and sales whilst other merely look after any press releases or promotional activities undertaken. In one respect, therefore, it is impossible to generalise as to the precise activities of a Marketing Department. This chapter deals with what may be considered to be an idealised Marketing Department, or one which carries out all of the activities assigned to it by noted theorists and academics who specialise in the marketing field. Marketing Intelligence and Research Marketing intelligence has been described by Philip Kotler (1993) 3 as ‘the collection of everyday information about developments in the market ’. He emphasised that the nature of such information is generally patchy and frequently late; forcing forces managers into reactive decisions...
- Callie Daum, Vibrant Publishers(Authors)
- 2020(Publication Date)
- Vibrant Publishers(Publisher)
...When marketing is successful, demand increases for an organization’s products and services. It also helps to establish a brand in the public eye and build brand loyalty. Indirectly, successful marketing creates jobs for individuals because demand is increased and more assistance to produce and distribute the products and services is needed. In its simplest form, marketing puts products and services in the hands of its targeted consumers. Marketing is an organizational function covering almost all areas of business. The following list shows the many functions in an organization that can be categorized as a marketing function. • Customer Relationship Management (CRM) • Display • Stockholding • Servicing • Risk Taking • Transporting • Market Research • Merchandising • Publicity • Pricing • Forecasting • Buying • Financing • Selling • Public Relations • Advertising • Sales Promotion Marketing is a management function. Management must ensure that the operations of the organization are running smoothly to ensure the customer’s needs are met effectively and efficiently. Manager conduct analysis, plan, allocate resources, control current processes, and work to anticipate customer needs in an effort to ensure customers are satisfied. Additionally it tries to anticipate needs and wants of customers/ consumers in the future by evaluating the social, economic, cultural, political and technological developments. Marketing is a business concept. Here is where the exchange process comes into play that are associated with obtaining goods and services. This is where supply and demand come in...
eBook - ePubThe Complete Marketer
60 Essential Concepts for Marketing Excellence
- Malcolm McDonald, Mike Meldrum(Authors)
- 2013(Publication Date)
- Kogan Page(Publisher)
...Thus, it can be hard to recognize marketing’s role simply by looking at the activities normally conducted by a Marketing Department. The problem is compounded by the bad press that marketing had towards the end of the last century. Headlines such as ‘Has Marketing had its Day?’ and ‘P&G Disband their Marketing Departments’ appeared with uncom fortable regularity. As the 21st century unfolds, developments in the internet, communications technology and social media are also fundamentally changing the business models organizations have available to them. Added to this is the fact that one only has to poll a small number of managers within most organizations to find widespread agreement about the low status of their marketing colleagues. Phrases such as ‘not sure what they do’ and ‘waste of time and space’ are all too frequently to be heard. In reality, the problem is not that marketing has outlived its usefulness as business models change, or is fundamentally flawed in some way, but that there is often a failure to distinguish between marketing as a concept, a business function or department, and the business processes the marketing concept implies. To exploit marketing’s potential, managers needs to be clear about the distinctions between these three different facets of the discipline. The basic error has been to assume that all the ideas, analytical tools and approaches contained within the discipline of marketing (and this book) define the job of a Marketing Department or marketing professional. If they did, then marketing managers would effectively be running all businesses. In the vast majority of organizations, this would not usually be acceptable. It is hard to imagine a business unit’s executive board delegating competitive strategy and cross-function co-ordination to the marketing function...
eBook - ePub- Sally Dibb, Lyndon Simkin(Authors)
- 2007(Publication Date)
- Routledge(Publisher)
...1: Defining Marketing Key definitions Marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, servicing, distribution, promotion and pricing of goods, services and ideas. Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. Key issues It is often stated that business has passed through various eras: production, following the Industrial Revolution (1850s to 1920s), when products were developed with little consideration for customers’ needs or competition; sales (1920s to 1950s), with the emphasis on the ‘hard sell’ through personal selling and advertising; and the marketing era (post-l950s), as a customer orientation emerged and customer needs increasingly were determined before products were developed. Marketing is not a science: there is no single universally adopted definition of marketing. Marketing aims to satisfy customers, understand their future requirements, differentiate a product or service from competitors’ offerings, identify emerging market opportunities and provide an organization with financial viability. If customers are treated properly, they will complete their transaction and be satisfied that their payment or donation was worthwhile. Marketers seek new customers for their products or services. In addition, increasingly they are seeking ways to maintain on-going longer-term relationships with their existing customers...
eBook - ePub- Paul Reynolds, Geoff Lancaste(Authors)
- 2013(Publication Date)
- Routledge(Publisher)
...4 The functions of marketing 4.1 Introduction In Chapter 2, marketing was described as a conceptually based business philosophy that has as its primary objective the realisation of profit through customer satisfaction. This philosophy is implemented through the various functions that make up marketing. It is a common error to think of marketing as a limited set of activities, notably advertising, sales promotion and market research. A truly marketing-orientated company should ensure that the marketing concept is uppermost in the thoughts and actions of all its departments and personnel. Key point A truly marketing-orientated company should ensure that the marketing concept is uppermost in the thoughts and actions of all its departments and personnel. It is true that marketing specialists are the people most directly concerned with implementing the marketing concept and most closely associated with the customer. Individual marketing specialisms are known as marketing’s functions. The role of the functional specialists is to identify the needs of the market, to interpret these, to bring products and services to the market place in a manner that is appealing, and to ensure lasting customer satisfaction. 4.2 Marketing in practice: the mix Marketing strategy can be likened to a recipe, where the ingredients are the various marketing functions. Just as recipes vary according to the dish being prepared, so different marketing strategies require differing levels and combinations of functional ingredients. Even if a relatively minor ingredient is calculated incorrectly or forgotten, a recipe will not be successful. The same is true of marketing strategy, where all functional ingredients depend on each other for success. The idea of the ‘ Four Ps’ – product, price, promotion and place (distribution) – was first suggested by E. Jerome McCarthy (1960). These are the key elements of the marketing function...
