MARKETING

Do Organizations Need Marketing

Do Organizations Need Marketing

Marketing

Generally, it is said that marketing is related to the business because it explains the needs and wants of the customer and it is helpful for business for providing sources to meet customer demands. Since the marketing environment is changing rapidly therefore, the awareness of marketing need for the organizations has also increased. Different businesses are facing tough competition from the rivals due to globalization, economic changes and political situation. The marketers are considered successful when they are able to define and fulfill the need of customers in the fast changing environment. It is not correct to perceive marketing for only advertising and selling as the present environment is full of different types of advertisement on television, radio and newspaper. Selling is also a feature of the marketing process therefore, it is necessary to understand marketing term more than selling. The basic and foremost purpose of marketing is to satisfy requirements of the customers, but it does not mean that other features such as advertisement and selling is not important. Both these features are part of the marketing mix in which they are used as a tool for fulfilling the requirements of the customers. According to management specialists, marketing is not only broader than the process of selling and it cannot be stated as a specialized activity. It covers all the functions of the business, and it considers the final output of the business as a whole from point of view of the consumer. To satisfy the need of the customer is known as marketing as American association of marketing defines it as a managerial and social process in which various groups and individuals acquire their need and want by exchanging and making commodities and value with different people (Botha et.al. 2006, pp.2).

Marketing Theories

After the end of the Second World War, different researchers made strong concepts of marketing, which are still implemented by various organizations. Some of these most common concepts include Borden marketing mix, McCarthy's 4p's, Porter's five forces, and SWOT analysis. The main aim of making the theory of marketing was to elaborate essentials of marketing which was a complex issue in the era of 60's. Different researchers attempted to give suggestion regarding the construction of marketing theory, but there were no studies by the scholars or authors that could address the complications and an assortment of different risks of marketing. Despite the fact that they appear to be of small attention for most of the marketing shareholders, the problem mentioned above create social and economic costs for society, marketing practice, and marketing research (Ludicke, 2006, pp.8). Since a few researchers lose confidence in the overall involvement of the marketing discipline to scientific progress with regular intervals, marketing students struggle with a concept that steal from other business disciplines and does not properly align its own theory and practice (Palmer and Ponsonby, 2002).

Roles and Functions of Marketing

Marketing is an important function for organizations, and they should completely understand ...