Marketing Functions, Influences, and Skills in the 21st Century

This report provides a comprehensive overview of marketing in the 21st century, examining its fundamental concepts and evolving role in the modern business landscape. It details the core functions of marketing, emphasizing its importance in connecting businesses with their customers and facilitating economic exchanges. The report explores the essential roles and responsibilities within marketing, including communication, public speaking, analytical thinking, creative thinking, negotiation, and technological proficiency. It analyzes both internal and external influences on marketing activities, such as company goals, financial status, human resources, operational challenges, business culture, political, economic, demographic, technological, environmental, and legal factors. Furthermore, the report highlights how marketing functions interact with other departments within an organization, such as operations, finance, and human resources, to achieve business objectives. The conclusion emphasizes the importance of adapting to the rapid changes of the digital era and the need for marketers to establish lasting customer relationships to succeed in the 21st century.

Table of Contents
• the concept and role of marketing in the 21st century....................................................................1
•The role of marketing:........................................................................................................................1
• roles and responsibilities in marketing, and the competencies required to succeed.....................2
1.Communication skills......................................................................................................................2
2.Public Speaking...............................................................................................................................2
3. Analytical skills..............................................................................................................................3
4.Creative thinking.............................................................................................................................3
5.Negotiation......................................................................................................................................3
6.Technology skills............................................................................................................................3
• how the marketing function works and interacts with other departments in the supermarket...3
• External influences on marketing activities.....................................................................................4
• Internal influences on marketing activities......................................................................................5
The company's goals..........................................................................................................................5
Finance...............................................................................................................................................5
Human Resources...............................................................................................................................5
Operational problems.........................................................................................................................5
Business culture..................................................................................................................................6
Conclusion.............................................................................................................................................7
References..............................................................................................................................................8

• the concept and role of marketing in the 21st
century
On each product segment today, the economic market exchanges between goods more and
more actively, so in the general view of society, marketing is the connection between the
materials of the society. and its economic response models, because it is beneficial to market to
satisfy these needs and wants through exchange and building lasting relationships. As part of the
BigC supermarket webinar, as a junior marketing analyst I'll be taking a look at how much fun
marketing can be.
Marketing is the process of creating, advertising, and distributing goods and services to both
customers and companies. However, marketing is not confined to commodities and services, but
also to locations, ideas, and everything in between. This offers several obstacles for marketers,
forcing them to make strategic judgments. And how the corporation responds to these problems
is determined by the market it serves, as consumer market decisions for items, packaging, and
distribution methods. (LanAnh, 2021) Operations marketing is a relatively new function inside
the marketing organization that enables the department to work successfully and produce the
intended business results through people, processes, technology, and data. Marketing Activity is
clearly the primary driver of performance in marketing firms.
•The role of marketing:
Marketing decides and coordinates the relationship between an enterprise's production and
commercial operations and the market. As a result, it assures that the enterprise's business
operations are market-oriented, understanding how to use the market, the wants and aspirations
of consumers as the most solid basis for all business choices.
Manufacturers and companies cannot understand information about changes in customer
demand without assistance due to the disparity in geography and time between producers and
consumers. Marketing may be considered to assist link individuals with each other by providing
effective support for the Marketing information system.
Marketing operations provide a more scientific foundation for company choices while also
assisting organizations in collecting and processing information in the most effective way to
meet maximum client demands.
Marketing assists in overcoming client concerns and complaints by researching customer
post-purchase behavior. Marketing will assist commercial businesses in identifying thorough
strategies for resolving and overcoming client concerns, as well as improving their business
goods. (lamthueluanvan, 2018)

• roles and responsibilities in marketing, and the
competencies required to succeed
Marketing is a career in which experts are responsible for describing and promoting a brand
and the items and services it provides to its clients. To be a great marketer, you must understand
and explain your target market's interests, preferences, and demands to your firm and marketing
team in order to guarantee that marketing materials are supplied in line with what the consumer
wants. Today, if you work in the sector, you must have the following abilities in order to be
successful, as well as a solid foundation in the workplace.
1.Communication skills
Marketing is a professional path that requires you to be able to communicate about
companies, goods, and services to the public in a way that stimulates interest and attracts their
attention. This is a vital communication skill for any competent marketer today. Marketing is a
professional kind of communication, and these experts have a wide range of communication
duties and responsibilities, such as composing television commercial scripts or authoring
advertising and press releases. Because there are so many various ways to contact customers,
they must have a thorough grasp of the end user and what they are searching for in order to
properly express the message to them. As a result, effective communication and listening skills
are crucial for marketers today.
2.Public Speaking
While it is not required for every marketing position, many companies want marketing
experts with exceptional public speaking abilities. Marketers must be able to effectively deliver
their ideas to employers, board members, coworkers, and clients, thus you must be yourself.
Speaking in front of an audience when starting a marketing project or campaign, introducing a
new product or service, or in a variety of other settings.
3. Analytical skills
Marketing nowadays necessitates a significant amount of data analysis work based on
research conducted to understand the audience's needs, wants, and preferences. To be successful
in today's marketing profession, you must have a thorough awareness of the value of data in
marketing as well as the capacity to use data to make future marketing decisions.
4.Creative thinking
Although marketing is becoming more of an analytical career option, it remains a good
profession for anyone who wishes to be more creative with their work. With company rivalry at
an all-time high and many marketplaces becoming increasingly flooded with marketing
materials, the ability to come up with something fresh and unusual to make a firm stand out from
the crowd is essential. Crowdfunding has never been more vital for professional marketers as it is
today. Marketing experts must be proficient at coming up with fresh and intriguing ideas to

engage their target audience and existing consumers, capture the attention of the right
individuals, and persuade customers and audience members to choose one brand over another.
5.Negotiation
Negotiation is a crucial skill that many modern marketers will need to employ on a frequent
basis in their employment. Negotiation abilities will help you regulate your consumers'
expectations of what your firm can give or assist them settle on a budget or timetable that works
for them in your profession as a marketer. Everyone takes part. Furthermore, strong negotiators
in marketing are generally extremely competent at estimating the worth of a campaign and
making rapid judgments on the fly.
6.Technology skills
Finally, a successful modern marketer will frequently need to be extremely proficient in
technology, as well as be open to learning new technologies, particularly when it comes to how
they are used to marketing. Along with the trend of continually upgrading in the technology era,
absorbing and maximizing technology will provide marketers with a plethora of possibilities and
boost their job efficiency in order to advertise themselves.(europeanbusinessreview, 2021)
• how the marketing function works and interacts
with other departments in the supermarket
Marketing is not just far wider than sales, but it is also not a specialist activity. It
encompasses the entire enterprise. The entire business is viewed through the lens of the ultimate
outcome, i.e. through the eyes of the client. As a result, marketing must be a concern and
obligation shared by all sections of the firm.
Marketing collaborates closely with operations and manufacturing to accommodate the
complete research and development that is planned to suit the demands of present and future
consumers. Furthermore, the things may be created with the quality and design desired by the
buyer. Finally, the amount of orders created by marketing may be met within a timeframe.
With a finance-related job, the marketing department will need to collaborate closely with the
finance department to ensure that there is enough funding available to satisfy research,
promotion, and distribution objectives. As a result, its primary function is to guarantee that the
firm performs within its financial capabilities. The marketing department is concerned with sales
volume and market share, whereas the finance department is concerned with cash flow,
expenses, and return on investment.(Clark, 2021)

Also in human resource management (HRM), the marketing department will need to
collaborate closely with the HRM department to ensure that the necessary skills and
qualifications are in place to:
• conduct product research and development
• reach production objectives
• assemble a capable sales team
Upper management should engage and validate all departments' participation in following and
implementing the strategy, as well as incorporating a consistent message into all communication
channels. If this is not the case, the company's product marketing efforts will fail. Because the
marketing department establishes the objectives and criteria, they must be consistent with the
company's vision and mission.
Assume a corporation has developed a direct mail campaign and has placed key codes on
mailing labels to monitor the source of the mailing list from which the customer purchasing an
order will be sent. Marketing would have no means of understanding which listings are active
and which are influencing if order-takers did not seek and document those codes. Cooperation
Cross-departmental and top management help to carry out the requisite procedures is frequently
required in such situations. (Obringer, 2021)
• External influences on marketing activities
- When determining what marketing action to perform, several external considerations must
also be considered:
-Political reasons such as government budget cuts/cuts
-Economic considerations such as a VAT increase
-Demographics are an example of a social element.
-Technological reasons such as the usage of social media
- Environmental considerations such as a 5p fee for plastic bags
-Consumer Protection is an example of a legal element (Distance selling)

• Internal influences on marketing activities
The company's goals
The company's goal, as with all functional areas, is to have the greatest internal effect.
Marketing objectives must not contradict with corporate objectives.
Finance
The breadth and size of marketing operations are directly affected by the company's financial
status (profitability, cash flow, and liquidity).
Human Resources
The quality and capability of the personnel, in particular, is a crucial component influencing
marketing goals in a service organization. A highly motivated and well-trained staff capable of
delivering market-leading productivity and customer service in order to gain a competitive
marketing edge.
Operational problems
Operations play a critical role in enabling organizations to compete on price
(efficiency/productivity) and quality. Effective capacity management is also important in
evaluating whether a company can meet its sales targets.

Business culture
A marketing-oriented company, for example, is always seeking for new methods to meet the
demands of its customers. Management may establish unrealistic or irrelevant marketing targets
as a result of a production-oriented mentality. (tutor2u, 2021)

Conclusion
Marketing and operations are critical to corporate success, which has resulted in today's
organizations fine-tuning their business practices as a result of the Digital Revolution and the
twenty-first century. Simultaneously, corporate marketers are trying to establish long-term ties
with customers. This interaction lays the groundwork for comprehending customer demands and
preferences. Businesses may increase their competitiveness as well as service awareness and
service quality through marketing, so boosting and enhancing work efficiency to the greatest
extent possible. In conclusion, marketing in the twenty-first century is difficult, but it also
demonstrates how to stay up with the fast changing times.

References
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Available at: https://guide.fariaedu.com/business-management-hl/unit-4-marketing/the-role-of-
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europeanbusinessreview, 2021. 8 Skills to Succeed as a Modern Marketing Professional. [Online]
Available at: https://www.europeanbusinessreview.com/8-skills-to-succeed-as-a-modern-marketing-
professional/
[Accessed 31 3 2022].
lamthueluanvan, 2018. Vai trò của Marketing trong doanh nghiệp. [Online]
Available at: https://lamthueluanvan.net/vai-tro-cua-marketing-trong-doanh-nghiep/#:~:text=Marketing
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LanAnh, 2021. Marketing của thế kỉ 21 – Hiểu sao cho đúng cho sâu?. [Online]
Available at: https://edx.edu.vn/marketing-cua-the-ki-21-hieu-cho-dung-cho-sau/
[Accessed 31 3 2022].
Obringer, L. A., 2021. How Marketing Plans Work. [Online]
Available at: https://money.howstuffworks.com/marketing-plan3.htm
[Accessed 31 3 2022].
tutor2u, 2021. Internal and External Influences on Marketing Objectives. [Online]
Available at: https://www.tutor2u.net/business/reference/internal-and-external-influences-on-marketing-
objectives
[Accessed 31 3 2022].