The Role of Marketing in Creating Value for Customers

Marketing
Fundamentals

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
The role of marketing in creating value for customers................................................................3
Stakeholder engagement and their impact on the marketing activities of an organisation..........5
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is referred as the activity which is undertaken by the companies in order to
promote the organisational buying and selling of respective products and services as well.
marketing is the aggregation of different activities and process of creating, delivering, creating as
well as exchanging offers which as valuable for customers, partners, clients and partners at large.
Marketing is the primary activity of business management and commerce. Fundamentally,
marketing is the procedure of understanding customers and maintaining better relationship with
them in order to satisfy their needs and demands and organisational goals effectively. There are
various types of marketing such as digital, traditional, social media marketing, promotions,
personal selling and word to mouth is used to reach potential customers and persuade them to
attain organisation goals and objective through targeting wide customer area. In this report the
chosen organisation is Mercedes-Benz which is producer of luxury vehicles as well as
commercial vehicle founded in 28 June, 1926 by Karl Benz and Gottlieb Daimler. Headquarter
of respective organisation is in the Stuttgart, Germany and serves its product across the world.
Mercedes-Benz produces automobile and light commercial vehicles. In this report different roles
of marketing that creating values for customers is being covered. Apart from that customer
engagement and their impacts on marketing activities of respective organisation in being
discussed in this project report.
TASK
The role of marketing in creating value for customers
Role of marketing:
The marketing department plays important role in promoting business activities and
operations in order to attain all organisational goals and objectives in efficient and effective
manner. Marketing facilitates Mercedes-Benz to reach prospect customers, community and
investors in order to create awareness and building positive image of respective organisation
among customers as well as converting prospect customers into potential customers through
producing number of attractive advertisement and promotional activities (Burford and Chan,
2017). There are various activities are conducted within marketing activities such as conducting
campaign and manage them effectively in order to initiate marketing in organisation, producing
and promoting organisational products and services, create effective content on social media,

enhancing internal communication, conducting market and customer research and monitoring as
well as managing social media platforms in order to attract potential customers to enhance
productivity and profitability of Mercedes-Benz through enhancing sales.
Marketing value for customers:
Marketing is determined as the process of creating, communicating as well as providing
valuable information to the customers regarding products and service that have value for them. It
brings value for customers by identifying their needs, demands and preferences, satisfy them
with better quality products and services and retain them with organisation for long run (Du
Plessis, 2017). Mercedes-Benz conducts marketing activities for finding and keeping customers
with respective organisation in order to accomplish defined objectives with efficiency. The role
of marketing is beyond the activities of advertising, selling products and collecting profits.
Marketing generates value for customers by connecting them with respective companies,
products and services. Marketing department of Mercedes-Benz perform various roles for
creating value for customers are discussed below:
Identify Customers: Marketing department of respective organisation conduct proper
research of market and potential customers in order to identify current market trends, needs,
demand as well as preferences of customers. Identification of customer needs, solicit feedbacks
form customers is the important step in marketing process. By conducting focus group
programmes, listening customers through social media channels and by keyboard research. All
these methods of marketing facilitate Mercedes-Benz to analyse and evaluate customers needs
and demands, distributing relevant information to stakeholder, create quality products according
to requirement of customers and collect customers feedbacks to identify that organisational
efforts meet customer expectations (Hisrich and Ramadani, 2017). Marketing activities facilitates
organisation to target potential customers and provide them wide information about products and
services by advertisement, promotion and personal selling that plays vital role in creating value
for customers.
Satisfy customers: Customer satisfaction is defined as the feeling of an individual when
offered organisational products and services meet their expectations. Mercedes-Benz conduct
appropriate marketing activities to identify customers needs and demands in order to deliver
better quality products and services to fulfil their requirements on time. Customer satisfaction
ensure the organisation that their potential customers feel satisfied with organisational products