Essay: Analyzing the Role of Marketing in Contemporary Organizations

This essay examines the pivotal role of marketing within modern organizations. It defines marketing as the promotion of products or services to target customers and its significance in driving business success. The essay identifies key marketing functions, including production, product, selling, marketing, and societal marketing concepts, highlighting their influence on sales, profitability, and customer relationships. It emphasizes the importance of attracting customers, generating brand awareness, and integrating customer needs with organizational functions like research and development. The essay further explores the marketing mix elements—product, price, place, and promotion—and their application in real-world scenarios. The essay also illustrates the interrelation of marketing with other organizational functions such as sales, operations, and finance, underscoring the importance of a cohesive approach to achieve business objectives. The conclusion reiterates the importance of a marketing manager in including all the elements of the marketing mix in a promotional plan.

Marketing Essay

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing can be defined as the procedure of promoting products or services to a target
customers. It plays an important role in promoting business as well as influencing people to buy
specific goods or services.
The essay have focus on identification of role of marketing in modern companies. Study
will highlight the key elements of marketing functions and the way it related to other functions in
a firm.
PART 1
Essay Topic : The role of marketing in modern organisation. "
Marketing can be defined as activities which are undertaken by modern organisation for
promoting good or services. It is the business activity which includes advertising, selling and
delivering goods or services to customers. Marketing is considered to be as crucial business
function on which financial performance of an enterprise is based. It is the business activity
which plays important role in driving firm towards achieving success as well as accomplishment
of business objectives. The main objective of marketing activities by beauty giant company is to
develop strong relationship with customers it leads marketing to play crucial role in modern
organisation. In context of modern organisation role of marketing is to help an enterprise in
increasing sales and profitability. The five concepts of marketing are production, product,
selling, marketing and societal marketing concept. Production concept of marketing is based on
the assumption that an enterprise can increase supply of goods or services by reducing the cost
of products. It is the marketing concept which states that firm can lower the costs through mass
production. Morden organisation has adopted production concept as they believes in economies
of scale.
The product concept of marketing, It is the marketing concept which is based on the
assumption that people prefer to buy products of good quality and price or availability does not
influence their buying decisions. For instance, modern IT always companies bring improvement
in their products, to differentiate themselves from the competition. Morden organisation are more
concerned about maintaining high quality standards.

Selling concept, it is the marketing concept which emphasizes on making every possible
sale of the product, regardless of the quality of the product or the need of the customers.
Marketing concept, modern companies with this type of concept have focus on
identifying as well as fulfilling the needs of customers. It is the marketing concept which mainly
focuses on pull strategy. In context of modern organisations, by concentration on the needs of
customers modern companies can provide high value proposition to customers.
Societal marketing concept, It is the concept which focuses on significance of well being
of customers as well as society as a whole.
In addition to this, other role of marketing in modern organisation is to attract customers
and positively influence them to buy products or services (Martell, 2018). In context of
modern organisation role of marketing is to support an organisation in generating the brand
awareness. Role of marketing is to collect the feedback from customers about the products or
services provided by an enterprise. In context of modern organisation role of marketing is to
please as well as win the loyal support from customers. In addition to this role of marketing in
modern organisation is to integrate the needs as well as demands of customers with the
organisational function such as research as well as development. Role of marketing in modern
organisation is to conduct the market research and gather the information about the customers
needs and provide the same to organisation and assist firm in development of new products
(Armstrong and et.al., 2015). Role of marketing function is to continuous interact with customers
and to maintain relationship with them. In context of beauty giant, role of marketing is to ensure
that products are delivered at right time as well as place to customers. In addition to this, role of
marketing in modern companies is to inform people about the launchj of new products in the
market by an enterprise.
It is very much crucial for marketing manager include all key elements of marketing
function in promotional plan as it will assist them in increasing sales and profitability. The key
elements of marketing function are product, price, place and promotion. For instance, In context
of beauty giants, an enterprise has adopted the customer centred approach for developing the
products. Business entity produces goods or services according to the needs and demands of
customers (Andrews and Shimp, 2017). The customer centric approach adopted by an enterprise
in developing the strong relationship with customers. In addition to this, Beauty giant has much

concentration on quality of goods which has provided an organisation an ease in attracting
customers. The other important element of marketing function is place which is very much
important to be considered while developing a marketing plan in order to positively influence
people for buying goods or services. In context of beauty giant organisation has online presence
which has enabled business entity to deliver products or services to wide number of customers.
In addition to this, direct distribution is the strategy which has helped an enterprise in
developing strong relationship with customers (Wiid and Mora‐Avila, 2018). Promotion is other
crucial element of marketing function. The main role of marketing is to promote brand and help
firm in getting the recognition in the market. In context of beauty giant company, business entity
has participated in social events and has provided donation to NGOs which has assisted an
enterprise in getting the brand recognition in the market. Word of mouth is the strategy which is
utilised by the marketing team in beauty giant organisation for promoting business. It is the
strategy which has assisted an enterprise in gaining the loyalty of customers. In addition to this,
beauty giant also utilises the print media for advertisement of its products or services.
Marketing in an organisation is somehow related to the other functions in an organisation.
For instance in context of beauty giant firm, marketing function is interrelated with sales team.
Sales team prepares the report of the sales made by an enterprise in specific accounting years
which is them utilised by marketing team for analysing the performance of product or company.
In addition to this, marketing team is also linked with operational team (Murphy, 2018). It is the
marketing team in beauty giant company who collect the information about customers needs and
demands by conducting the research and provides the same to operational team. Role of
marketing manager in beauty giant organisation is to make sure that the products or services are
being developed by operational team according to the needs and demands of customers. Finance
function is also interrelated with the marketing function. In context of beauty giant organisation
it is the finance manager which prepare budget for the promotional activities. If the there is
excess expenditure on marketing activities, then in such case marketing manager is responsible
for providing the justification for the same.
CONCLUSION
From the above report it has been concluded that marketing plays an important role in
driving firm towards success. The other fact which has been discovered from the study is that it
is the marketing which helps an organisation in accomplishment of desired business objectives.

It has been suggested that marketing manager should include all the elements of
marketing mix in promotional plan as this tactic will assist them in accomplishing desired goals.

REFERENCES
Books and Journals:
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Armstrong, G. and et.al., 2015. Marketing: an introduction.
Martell, D.A., 2018. Marketing Information and New Technology. In Management Information
Systems: The Technology Challenge (pp. 161-181). Routledge.
Wiid, R. and Mora‐Avila, P., 2018. Arts marketing framework: The arts organisation as a hub for
participation. Journal of Public Affairs. 18(2). pp.e1657.
Murphy, D., 2018. Silver bullet or millstone? A review of success factors for implementation of
marketing automation. Cogent Business & Management. 5(1). pp.1546416.