Marketing Management: Role of Marketing in Achieving Organisational Goals and Creating Long Term Loyalty

Marketing
Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
Role of marketing in achieving organisational goals including delivering perceived value to
customers................................................................................................................................3
Illustrate what it means to be ‘market orientated’ and how this affects strategy formulation,
implementation and planning.................................................................................................5
Task 2...............................................................................................................................................7
Identify how marketing can create long term loyalty to an organisation in different market
contexts. .................................................................................................................................7
Analyse how target marketing using integrated marketing channels can drive business growth.
................................................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In every organisation marketing plays an important role it helps in increasing the profit of
the organisation due to which goals of the business also get achieved. Marketing management is
basically a function of controlling the aspects of marketing, organising the plans, setting the
goals of the business, taking the best decision for the company so that maximum profit can be
earned by satisfying the needs and requirement of the customer. Providing the best quality of
goods and services to the customers is very important to gain the customer loyalty because is
customers will not be happy with the services of the company then it can affect the profit and
goodwill of the company (Baporikar and Fotolela, 2021). A marketing manager of the
organisation should do proper research related to the needs and requirement of the customers so
that they can plan their strategies accordingly. There are various objectives of marketing
management like attracting the new customers, satisfying the requirement of the buyers,
profitability, maximising the market share etc. Developing the proper strategies will helps in
increasing the profitability of the business and reducing the production cost. In this report two
case study will discussed which will involve different role of marketing will be discussed also
the effects of market oriented will be explained and also various features of marketing will be
discussed and analysation of target marketing will be done.
TASK 1
Role of marketing in achieving organisational goals including delivering perceived value to
customers.
The Marketing division plays an essential role in advertising the management and the vision of
the business. It serves as the face of the business, it manage and create all sort of material that
will present the business organisation. To make sure the effective and efficient manner of
marketing actions the marketing plan (Bhatia, 2020). As there are several roles of marketing that
will help in accomplishing managerial targets that are as follows -
Meets consumer needs and wants:
Consumer desires is the priority of the management in the field of market. Individuals
who are in market place will determine the requirements of the customer and adapt their
marketing tactics and plan of actions as per to them. Their wants and requirements are get
fulfilled by the exchange procedure. If the management provide desirable goods to consumers

then there will be high term of chances for the management of Coca Cola to sustain in the
marketplace for longer period of time. Coca cola identify the needs of the customers so that they
can develop there services accordingly because meeting the needs of the customers is very
important for the long term survival of the company. Coca cola has planned their strategies in a
way so that they cannot face any loss due to the new arrivals in the market. Every organisation
which enter in the market comes with the new strategies so that they can increase their market
share by increasing their demands in the market. Coca cola knows what its customers wants on
the basis of which they are manufacturing their product. They are adding a good value to their
product so that people can like their product and they can earn more revenue (Brei, 2020).
Maintain organisational survival and growth:
Every organisation survives because of its customers because customers helps in increasing the
profit of the company due to which it is important for the organisation to make their customers
happy with the products and services which they are providing so that they can retain their
customers for the long period of time. If the services of the company will not meet the
expectation of the customers then it can affect the demand of the business. Sale of coca cola is
more as compared to other soft drinks organisation it is 10 times more which is the huge
achievement for the organisation. Coca cola is one of the leading organisation in the world due to
the services which they are giving to their customers if the organisation will not develop good
services then will not be able to achieve success in future (Cochoy, 2021).
Adapting the right price:
Revenue of the company is generated due to the prices which they keep for the products.
Keeping the reasonable price helps in increasing the demand of the business in the marketplace.
If the business will not keep the reasonable price then it can affect the demand of the business
coca cola has kept the reasonable prices for its product. Keeping the high prices for the goods
and services can affect the overall revenue of the company because demand of the company will
get increase. If the customers will get the best services at affordable prices then it will helps in
enhancing the goodwill of the business. Keeping the high prices for the product will force the
customers to switch the organisation which can be profitable for the competitors in the
marketplace. Right price of the product helps in increasing the demand of the product in the
market which will helps in increasing the revenue of the company also. High prices of the