Marketing: Purpose, Product, Sales, Market Orientation, Strategy, Actions

This report highlights the concept of marketing, products, sales and market orientation and their roles and also includes stages of marketing such as ideation, testing, advertising, selling etc. marketing help in promoting buying and selling of products. Also, illustrated about marketing strategy like products, audience, competition and revenue and role of this strategy and how it fits within the corporate strategy. This report also includes a brief about marketing actions like data collection, content creation, sales email, collect reviews, customers life cycle, event etc. with the examples.

Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1.1 Marketing and the purpose of Marketing..............................................................................3
1.2 The role of product, sales and market orientation-................................................................4
1.3 impact of marketing is measured in term of outcome...........................................................4
4.1 Roles of marketing strategy...................................................................................................4
4.3 Marketing actions and its examples.......................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is a process by which organization can promote the selling and buying of a products
and services (Swanson, and et.al., 2020). It involves delivering products, advertising etc.
marketing involves seven P's that is product, price, place, promotion, packaging, people and
physical evidence. Marketing help company to attract their targeted audience. This report
illustrates the purpose of marketing, meaning and roles of products, sales, and market
orientation. It also includes how impact of marketing can measured in terms of learning.
Evaluate that how marketing strategy fits within the context of the corporate strategy and also
evaluate the marketing actions in the organization by using examples.
MAIN BODY
1.1 Marketing and the purpose of Marketing
Marketing is the action of business to promoting for buying and selling the product and services
which they sell, it includes the marketing research and advertising. Helps to grab attention of the
customers towards the business's products and services. Main purpose of the marketing in the
business is to generate high return of revenue, plan, promote, drive the traffic, distribution of
ideas in the concept of fulfil the needs and wants of the customer through products and services
accordance of likely to the customers (Dragojlović, 2018). Three main purpose of the marketing
are: Capturing the attention of target market, peruse customer to buy products.
There are some stages of marketing :-
Ideation : Company starts with the idea that helps the company to grow relate to the product and
service. Before launching the new product or service to the market, management teams has to do
brief discuss the competitors, same products available, how to sell, how to present it to the
customer.
Research and testing : Before taking idea to the market company should perform the marketing
research and testing. Department has to test the product or service to identify the market segment
need to cover and on what group marketer should focus. Researching about the competitors that
helps to get idea on the pricing of the product.
Advertising : All the information that team got from research and testing will help to define the
strategies that could be used in the market for advertising campaign. Campaign that could be in
the form of direct advertising, media, social advertising, paid promotions and many more. Before
doing all this company should set the benchmark and so measurement of how effective

advertising campaign will be. Advertising according to the geographical area because every area
needs different type of advertising technique (Gilligan, 2018).
Selling : Concentrating and planning where and how company should sell the products or
services. For example, whole seller are the broad market for the company or to organize by
which it can sell it to many of the sources like retailers, consumer, small business. Selling could
be locally, nationally or internationally.
1.2 The role of product, sales and market orientation-
The product can be defined as the item which the companies offer to the consumers for meeting
as well as fulfilling the needs and wants of the consumers in the market. This is the thing or the
item in which the company deals with on the regular basis for making the profits for the
company. The main role of the product is to help the company in achieving the goal as these are
purchased by the company's, and by this the company earns the money. These products which
are offered by the companies can be of various types depending on the type of the business.
These can be such as the durable goods, non-durable goods as well as the physical goods.
Sales can be defined as the transaction which happens between two or more group of the people
in which the buyer revives the goods it can be either tangible or intangible goods. In the
accounting terms, the sales refers to as the transactions in which the money can be exchanged.
Sales play a major role in creating trust and loyalty between business and customers, sales also
involve customer retention. Sales generate revenue which help organization to grow and expand.
Sale is created interaction between person and business by which customers full fill their demand
or need and company can generate revenue from it.
Market orientation is an approach to the company as it shows and set up the priority of the
customer's needs and wants and making products and services to satisfy their needs and wants
(Liao, 2018). It considers the target market which they got by all the research and development.
Market orientation has some major benefits as increase in sales and income, increase in volume
of the business ad market share, increase in innovation by listening to customer's advice (GS,
2020). Market orientation has some advantages as well as disadvantages. Advantages are
Attracting customers, Building customer loyalty. Disadvantages are High costs for
research,changes in trends.

1.3 impact of marketing is measured in term of outcome
Basic and most important role of marketing is to enhance in sales by directly selling product or
services to the public in large. Using marketing techniques like increase in awareness of the
product, increase the visibility to the large audience which helps in increasing the revenue of the
company, brand or organization. There are current marketing trends which help to attract
customer more which are Influence and communities marketing, video marketing (Medrano,
2019). There are certain outcomes which are increase in retention rate, improve acquisition rate,
reduces cost, increase conversation, process improvement, increased revenue. It helps the
organization to set its goal and it motivates to push company to maintain its reputation.
Accordingly, they will set a target to achieve customers wants and try to fulfil their needs.
Opportunities :- Marketing plays huge role in business have the large impact on new businesses.
For new product or company marketing helps to bring their products to the market. Bring interest
of the customer to the new launch of the company for covering in the market and place a
monopoly of product. By adapting correct and proper strategy which totally relate to the products
enhance company to produce more related products and make it available to the customers.
Customer retention and growth :- Customers are broadly divided into two parts as Recurring and
new customers. During expanding the business it is important for a company to also remember
the existing customer's satisfaction and content. Proper way of marketing ensures that existing
customer will stay connected and will remain loyal to the organization.
Impact in sales and revenue :- Well managed marketing brings the good impact and not well
managed marketing put bad impression to the audience of business and its performance.
Marketing is directly related to the sale and growth of the organization. Revenue is totally
depended on type of marketing company will do or has done.
Efficient business promotions :- Marketing ensure that how brand is known or it reaches to
more and more audience, and they discover company's product or services. Marketing business
properly helps in communicating in better way to the audience. It also interacts in the safe
method than some traditional method.
4.1 Roles of marketing strategy
Marketing strategy is method by which company can differentiate themselves and use unique
way to be in market. Main role of marketing strategy is to provide historical information and

what advertising techniques competitors used to promote their product. By evaluating roles of
marketing strategies company could adopt effective strategy (Gulchehra, 2020). Implication of
the strategies involve questions like where to complete, when to complete and how to complete.
Product
Strategy shows what will be the strength of product or services. New Product company is going
to launch in the market. The purpose of the marketing strategies is to explain in detail, how
customer will be benefit while using it and can find some kind of return by using the product
which is provided that could be some kind of saving for the consumer, this help company to
adopt and grab the customer interest towards product. The marketing strategy evaluate how
product providing is superior to the products which are already available in the market.
Audience
For whom company is evaluating marketing strategy its for targeted audience, with the help of
marketing strategy company should gather the important details about the preference of the
customer, which age group will use it, according to the income what price should be more
efficient for the customer to buy, geographic location and the medium that will be used to
advertise for reaching the target successfully and buying group.
Competition
Before launching the product company should understand what competitors do, how they
advertise, how they make their products available to the customers for buying. Competition also
matters when it comes to the size of business. Main role of marketing strategy is to providing the
historical information about company and about how competitors have advertised this same
product. Other factors like price, network of distribution and their sales method is also a part of
marketing strategy.
Revenue
It is used to determine the revenue that campaign has delivered or will deliver. Among all the
parts budget for the campaign, product cost and price on which product would sell, all are the
part of marketing strategy. So there could be measurement of revenue thought about and actual
revenue. And that information can be helpful for the future marketing strategies to be more
successful than now.

4.3 Marketing actions and its examples
Marketing actions helps company to market products and services effectively and to promote
products and services. It includes various things like:- Advertising, selling etc. there are some
important actions that company needs to work on regular basis (López et.al., 2019). It is
indirectly known as automotive marketing that helps in reducing the time and money which are
being spend on that part. Time and money which company is saving could be use at another
place in smarter way.
Data collection :- Data collection is a collection of data from the various sources. As each and
every customer wants different type of experience by connecting with the organization. Treating
all the customer in same way whether it is a Loyal customer or One time customer. As company
is not serving only to the particular person. So collecting and analysing data form the different
marketing channel and using it at point of time, where it Is understood by the customers
according to their needs and wants. Some data collecting platforms which is understood by the
customers are – Website form, online platform, using the mobile phones, social media, etc.
Content creation :- Content should be created by classifying the behaviour and demographic
segment of customer. It should be relevant for every customer.
Collect reviews :- Collection and analysing of the customer problems and listening to their
problems and issues by collecting feedbacks to provide great service. Focus on the customer
satisfaction and make sure that customer is happy.
Sales email :- Educating the customer about company's product or services by sending regular
emails to create great opportunities.
Event :- Sending invitations to the customer is the most direct way to attract customer,
conforming the guest who are coming and regularly keep updated about the upcoming events and
focus on its promotion.
Customer life cycle :- Changes in life of customer who are attached to the company could e
done in many ways like they get married, changes in interest, changing their priorities and
making new friends etc. Understand the changes in the customers ned their behaviours, then
according to that use automated tools and adjust the offers that are more relevant for them.

CONCLUSION
This report highlights the concept of marketing, products, sales and market orientation and their
roles and also includes stages of marketing such as ideation, testing, advertising, selling etc.
marketing help in promoting buying and selling of products. Also, illustrated about marketing
strategy like products, audience, competition and revenue and role of this strategy and how it fits
within the corporate strategy. . This report also includes a brief about marketing actions like data
collection, content creation, sales email, collect reviews, customers life cycle, event etc. with the
examples.

REFERENCES
Books and Journals
Addae, E., Inkumsah, W.A. and Amponsah, R.Y., 2021. Customer Experience, Social Regard
and Marketing Outcome (Satisfaction and Loyalty): Sub Saharan Oil Marketing
Companies Perspective. Academy of Marketing Studies Journal. 25(1). pp.1-22.
Dragojlović, V., Mihailović, B. and Novaković, S., 2018. Marketing activities for the purpose of
marketing culture development in education and educational institutions. Ekonomika.
64(4). pp.135-146.
Gilligan, C. and Lowe, R., 2018. Marketing and general practice. CRC Press.
GS, A.D. and Soemantri, A.I., 2020. Entrepreneurship Orientation Strategy, Market Orientation
And Its Effect On Business Performance In MSMEs. Ekspektra: Jurnal Bisnis Dan
Manajemen. 4(1). pp.1-10.
Gulchehra, N., 2020. Role Of Marketing Strategies In Increasing Company Competitiveness:
Role Of Marketing Strategies In Increasing Company Competitiveness. ЦЕНТР
НАУЧНЫХ ПУБЛИКАЦИЙ (buxdu. uz). 1(1).
Liao, Z., 2018. Market orientation and FIRMS'environmental innovation: The moderating role
of environmental attitude. Business Strategy and the Environment. 27(1). pp.117-127.
López et.al., 2019. Digital marketing actions that achieve a better attraction and loyalty of users:
An analytical study. Future Internet. 11(6). p.130.
Madhani, P.M., 2021. Sales and Marketing Integration: Enhancing Customer Value. Marketing
Mastermind. 18(3). pp.21-28.
Medrano, N., Cornejo-Cañamares, M. and Olarte-Pascual, C., 2019. The impact of marketing
innovation on companies’ environmental orientation. Journal of Business & Industrial
Marketing.