Concept of marketing : Marketing and its trends

TABLE OF CONTENT:
A. INTRODUCTION:............................................................................................................................2
B. RESEARCH FINDING:...................................................................................................................3
I. Marketing and its trends:..............................................................................................................3
1. Concept of marketing:.................................................................................................................3
2. Trends of marketing:....................................................................................................................3
II. Organization marketing process:.............................................................................................6
III. The roles and responsibilities:..................................................................................................8
1. In Marketing function:.................................................................................................................8
2. Responsibilities and roles of marketing in Da Nang Go:.............................................................8
IV. The relationship between Marketing function and other function:.......................................9
V. Problems of Da Nang Go:...........................................................................................................12
C. CONCLUSION:...............................................................................................................................13
D. REFERENCE LIST:.......................................................................................................................14
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A. INTRODUCTION:
According to Twin (2020), marketing is the process by which an organization promotes the
purchase or sale of a good or service, including the market analysis, advertisement, selling, and
distributing goods to customers or other companies. In other words, marketing is a collaborative
network in which consumers and businesses get their demand by generating and sharing value
with others (Kotler and Armstrong, 2010).
Marketing is a vital department in any profit organization because it is a great approach to get
customers interested. However, the bulk of marketing campaigns are aimed at increasing the
company's brand value.
The purpose of this report is to show the theory of marketing and its function in the organization
as part of the interview process for Da Nang Go - a local non-profit organization in Da Nang
city.
In addition, this research is going to give you detail information about marketing process, the
responsibilities of marketing division in the organization and the relationship between marketing
department with other functional departments.
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B. RESEARCH FINDING:
I. Marketing and its trends:
1. Concept of marketing:
The process of attracting new buyers to an organization's goods and services is known as
marketing (Ward, 2021). Marketing is a business or action that involves promotion and market
analysis that is used to distribute, advertise, and sell services and products. It has an essential role
in the organization since the marketing trends is the trend of the financial markets to get a
specific direction over time. Marketing definition is also used to develop tactics to meet the
demands of customers, optimize earnings, boost revenue, and outperform the competition.
The marketing concepts at Da Nang Go are categorized into five main theories that represent the
heart of marketing. There is product, selling, marketing and societal respectively.
- Product concept: It is widely assumed that high-quality, creative technologies or
performance-driven goods are often preferred by customers. Managers focus on
producing high-quality goods and improvement of materials over time. Managers should
not be so enamored of a product's popularity that they ignore to enhance its efficiency.
For example, the Samsung Galaxy S6 has been replaced by the Samsung S7 series.
- Marketing concept: The marketing theory describes the need of focus on target markets
for their goods and service to be delivered. Furthermore, in order to compete in the
industry, corporate organizations must have greater quality in their goods and services.
To interact with the potential customers, the marketing concept describes that the
company's brand image must be improved. Consumers would prefer this corporation's
brand over other competitors in the industry if the brand's appeal is strengthened
(Musyoki, 2020).
- Selling concept: This concept is more concerned about sales transactions than with
building relationships with consumers. Since modern buyers' minds are attracted by
advertisements, and they want to rely on goods and services that are vigorously sold in
the industry., serious marketing and sales must be carried out. The company prefers to
market what it already has instead of come up with new items. Therefore, the company
must master effective selling tools and strategies (Bhasin, 2017).
- Societal concept: The societal marketing concept is an amalgamation of the marketing
concept, in which a company believes in helping other people by making quality goods
that are geared toward the welfare of humanity (Shaw, 2020). Marketers are encouraged
to incorporate social and ethical issues within their business practices under the society
marketing concept. As a results, embracing and implementing the societal marketing
concept has resulted in significant revenue and benefit increases for a variety of
businesses (Bhasin, 2017).
2. Trends of marketing:
2.1. Current trends:
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According to Amanda (2021), Because of the overwhelming amount of data available at their
hands, today's customer is more informed than it has ever been. As a result, in almost all of the
sales discussions, the power balance has changed from the salesman to the customer. This is the
reason why aggressive sales tactics aren't as successful as they once were. Instead, salespeople
must change their attitude from selling to supporting in order to be competitive in today's market.
And the easiest way to get started is to learn everything you can about the buyer and the direction
they follow to purchase something: The Buyer's Journey – a type of current trend.
The Buyer Journey. Source from: edwardsmediasolutions.com
- Awareness: This is the first stage in the purchasing process for a customer. In this step,
the customer will conduct analysis (usually by online databases) during the knowledge
stage to better evaluate their issue or need (Pink, 2021). This is the largest phase of the
sales cycle.
For customers of Da Nang Go, through the online information of this organization, they
can decide what they need from this business.
- Discovery: Prospects are knowledgeable in the enterprise and its goods and wish to learn
more during the discovery process. At this point, the company must provide valuable
details that solves their particular issue (David, 2021).
In Da Nang Go, after the clients going to awareness process, they might want to
discovery insight the organization to find their value during this step.
- Consideration: A prospective buyer is assessing a company's willingness to meet their
requirements at this stage. This is one of the most important steps of the buying journey
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