Discuss the role of Marketing and the Marketing Department using an organisation of your choice to illustrate the points you make.

Discuss the role of Marketing and the Marketing Department using an organization of your choice to illustrate the points you make

Marketing plays diverse roles in most organizations of the world . These roles have not been static but have changed with the changing times Marketing helps in growing revenue for organizations . Every other activity of the organization contributes to the cost factor . It is only through the sale of goods , services and ideas that revenue is generated Marketing plays a yeoman 's role in this regard . For example organization XYZ recorded a

revenue of 350 million dollars last year (2006 .This was a twenty percent increment over that of the previous year (2005 .The various marketing activities undertaken such as advertising , sales promotion , customer relation building and management etc contributed in achieving this feat for organization XYZ

Marketing helps in positioning and branding the organization at the marketplace (Webster , Jr , 1992 . There are several vendors and customers in the value chain and the ability of an organization to properly set itself apart from the competitive landscape to a large extent depends on how it is marketed . How an organization is perceived at the marketplace determines the extent to which it prospers . If an organization is poorly perceived , it is unlikely that it can garner the needed customers to patronize its goods and services . On the other hand , if it is well perceived and received by the consuming public , doing business becomes easier . It is the duty of marketing to make the right promises , to come up with an appropriate name and logo for the organization and in projecting a good corporate image for the organization at the marketplace

The marketing function plays a key role in managing several important connections between the customer and critical elements of the organization such as connecting the customer to the product and service delivery (Moorman and Rust , 1999 . Special efforts are therefore made not only to woo new customers but also to hold unto the existing ones Customer relationships building and management are important undertakings by the marketing function . Customer relationship management optimizes demand for the products and services of the organization . It involves in identifying and responding to needs of the customer (SAP and Peppers and Rodgers Group , 2005 . Any organization that seeks to prosper at the marketplace cannot afford not to treat its customers well and meet their needs

Marketing plays a vital role in the implementation of supply chain management (Soonhong and Mentzer , 2000 . Supply chain management refers to all of the strategies , processes and technologies that together form the basis for working with internal or external sources of supply (SAP and Peppers and Rodgers Group , 2005 . Optimizing one 's supply chain does not only lead to drastic cost-savings but also ensures the goods are supplied when they are needed . Integrating an organization 's supply chain management and customer relationship management has been found to lead to even further greater efficiency and effectiveness (SAP and Peppers and Rodgers Group , 2005

Marketing...