Utility of Concept of Marketing to Organizations - Essay Example

?Utility of Concept of Marketing to Organizations Introduction The modern concepts of marketing have been very useful and are responsible for design and management of superior value chain and delivery system. The production and promotional activities are largely dependent on the concepts of marketing for the accomplishment of the goals of the organization. The manufacturing and marketing oriented organizations are also largely dependent on the concepts of marketing for the creation of the goods and then creating the form and possession of utility. It also represents the smooth interface between the flow of goods and services for development of a positive business environment. The study will deal with the importance of marketing in the development of business strategies and also other relative business activities within the organizations. It will also highlight the various concepts of marketing which are useful in starting a business and other relative business marketing activities. Finally, the study will conclude the impact of marketing on the activities conducted by the organizations. Marketing Concepts & their utility in Organization The concept of marketing helps the organization reaching their goals in a systematic manner also with the intention of creation of customer value. Marketing has not only helped the profit oriented organizations but also to the nonprofits organizations and libraries to large extent to contribute considerably to the benefits of the society (Cameron, 2006). It has supported the organizations to accomplish their goals with the incorporation of marketing concepts and the implementation of marketing techniques. Unlike the traditional marketing concepts the modern marketing lays emphasis on the customer needs through the incorporation of various technologies (Gelder, 2005). The concepts of marketing have helped the organizations to identify the marketing techniques to which it can helps in restructuring, orientation of the organization. The emerging capabilities of marketing management has helped in the enhancement of capabilities through diagnosis of the current capabilities of the organization, anticipation of future requirements and the creative use of the information technology for the monitoring of the entire system of the organization. For example the production department of the organization needs the concepts of marketing for the smooth physical distribution of goods and services (Gilbert, 2008). These help in the solving problem related to inventory control, cost minimization and that too within certain limits. It terms of distribution purposes and is solely responsible for the sales response to the company stimuli and also focuses on target markets and buying behaviour. The inclusion of concepts of marketing in providing specialised customer service helps in the goals and objectives, establish the interdependence of physical distribution and marketing (Gupta, 2009). Certain marketing concepts like segmentation, positioning, targeting, exchange transactions, relationships and networks, marketing channels, supply chain and completion help the organization for improvisation overall. This concept assists the organization in several ways for the process of quality control, service and product development by taking into account the customer needs and services, awareness of their services etc. It also helps in determining and evaluation of the appropriateness of the existing activity that leads to the development of the product and services. Implementation of the marketing activities help in the business, profit and non profit oriented organizations. However, the manager need to utilize and comprehend certain components of marketing theory which help then in realizing the differences and also the distinguishing between different marketing concepts for selling, promotion, public relations and other functional aspects that are an integral part of the marketing process. It helps in the total contribution of the marketing implementation activities which contribute to the overall efficiency and performance of the organization (Jelsema, 2012). Marketing Concepts & their utility in Business The concept of marketing has been primarily used by the business and for profit oriented purposes. The selling in the business is entirely different and also on the was more or less a stricter oriented approach to achieve these targets however, it also laid emphasis on the customer focus approach which deals with buying and selling of products in a systematic way (Lamb, Hair and McDaniel, 2011). Consumer orientation abilities focused on the wants and needs of the customer in a comprehensive approach along with conglomeration of benefits. Therefore, it can be said that the organizations focus on the customer orientation, integration and profit direction. Consumer orientation also focuses on the identification of customer needs and wants, profit oriented activities include the incorporation of profit oriented programs for the development of products which satiate customer needs and requirements. Integration is done at the organizational, interdepartmental and intra departmental level. This also includes synchronization between inters and interdepartmental units for the smooth physical distribution process (Luukko, 2011). The concept of marketing in business, small, medium and large sized organizations have been further divided into selling, customer centered , strategic and meta strategic concept which covers the profit making, customer service, increasing goodwill and competitive advantage. These concepts have been useful in gaining competitive advantage over its competitors and also enhance the entrepreneurial activity. Unlike customer oriented approach followed by the organizations, the business leader believes in the facilitation of exchange systems which helps in the provision of transfer of goods, ideas and services. This facilitation of exchange takes place between the two parties specifically to participate and value goods and services involved in marketing exchange. The business managers are largely affected by the business environment as they affect the customer reactions, awareness and decisions to a large extent. Comparison of Marketing in Business & Organization Before conducting the marketing activities the management are always faced by the certain question like whether they should be accomplished through internal or external organizations. The businessman on the other hand focuses on the selling concept of the product in an integrated manner (Pringle, 2008). Production concept deal with the manufacturing of the products which are widely available to the customers and the manager focus on variables like production efficiency, mass distribution and low costs (Strehle and Cruickshank, 2004). In the organization the ability of integration of activities and use of marketing concepts help in the following centralization, formalization and greater differentiation or specialization. All these mentioned elements help in the greater effectiveness of the organization which also helps the management to adapt to the changing marketing dynamic (Queensland Government, 2013). In business, the manager does not focus on the integration of activities rather he is interested in the selling of the products within the particular time frame for gaining maximum profits. The structural position suggested by the management help in the development of deterministic approach which helps in facilitating the relationship between the organizational structure and the organizational development. The concept of marketing helps in the development of the marketing plan which assists in the actual determination of the sale forecast and then implementing the marketing plan effectively. In the business organizations, the manager has already targeted and evaluated his audience and is focuses on attainment of the targets within a particular time frame. The business managers do not focus on the customer relationship oriented approach rather they lay emphasis on the deterministic approach. Consideration of organizational learning and development of organizational learning are significant contributors for the organizational growth. One of the major concepts of marketing management would be the green marketing approach that would require the development of overall marketing strategy both at regional and global levels (Rakocevic, 2011). The business managers on the other hand focus on the contemporary marketing approach. The contemporary marketing approach is focusing on the broader perspective like designing product portfolio, determining the price range, establishment of distributional channels and creation of promotions (SmallBiz Connect, 2013) The management of the company utilizes the traditional forms of marketing approach. The marketing mix performs the functions such as defining the brand and creation of customer relationship management process (Stanford Business, 2013). The marketing function is task that enables the process of the creation of customer value in an effective manner. The five orientation of marketing concept deals with the perfect synchronization of marketing activities and they include the production, product, selling, marketing and societal marketing. In the business, the manager lays more emphasis on the coordination of activities like supply chain, selling, service marketing etc to deliver the products and services effectively. The business managers lay more emphasis on the sales orientation concept which focuses on aggressive selling concept. Selling concept focuses on the aggressive selling of products through promotion and achievement of the sale targets. The three aspects of marketing concept are given more emphasis like selling, distribution and advertising. Societal marketing concept helps in the determination of the customer needs keeping in consideration the resource shortages and the explosive population growth. The managers of the organization lay more emphasis on the market orientation, relationship marketing, societal marketing and various other concepts. In business, the emphasis is given more on the product and sales orientation concept. Product concept deals with the manufacturing of products that are of high quality and give high performance along with innovative features. The management highlights this theory to deliver high quality products and also realize the market needs. The marketing concept represents the major change it in the market orientation to attain competitive advantage. The managers of the organization focuses on the customer relationship marketing approach where the focus is on the achievement of the fundamental goals of the organization along with enhancing the level of customer orientation facilities and also increase the customer confidence, extension of customer relationships. In the business level the managers the focus is on creating long term relationship with the suppliers and retailers for pricing purposes. In the capabilities approach the management helps in the maintenance of competitive environment and through the development approach it helps in the establishment of a smooth organizational process. These capabilities are very mush obscured and help in linking the process of an organization by creation of distinctive capabilities. It helps in the definition of the marketing content, interpretation of knowledge and also the transcending of individual capabilities. One of the prime objectives of the marketing concept in the business is to establish a competitive advantage which requires the management to formulate several strategies for the development of high quality product or services. The establishment of several marketing campaigns helps in the creation of several advantages to the customers and help in customer retention. The superior marketing campaign also deals with the design of marketing plans which help in the gaining competitive advantage over its competitors. The formulation of pricing strategy is also helpful through the marketing concept and the correct pricing method is implemented. As mentioned before the physical distribution of goods not only is done through the concept of marketing but also with the help of the techniques effectively implemented by the management. Conclusion Thus, it is observed that the core notion and the prime focus would be on the satisfying of the existing and the future needs and developments. The method of manufacturing the products with the help of marketing techniques effectively help in the betterment of the entire product developments services. Consideration of thorough concepts of organizational learning, development and the organizational identity would help the management in developing a strong marketing framework. It is suggested that business models related to Meta Strategic management are methods of developing a better understanding of the existing and future organizational requirements. The incorporation of the customer service and physical distribution process is concerned with the deployment of existing resources and also helps in securing customer loyalty (Gelder, 2005). In wider terms, customer needs, satisfaction and requirements help in the development of course related to marketing responsibility. It is observed that physical distribution, advertising, manufacturing contribute effectively to both marketing and production departments. It is also concerned with creation of demand and generating higher amount of revenue on the other. Thus, it is also observed that the prime focus of the concepts of marketing would not only be the integration of the marketing systems but also for smooth facilitation of marketing activities but also converting the customer needs and wants into the high quality products. Customer satisfaction is given utmost importance and an integrated approach is adopted in marketing for the development of service and a fragmented approach is considered in the selling and marketing activity. The business marketing concept helps the institutions, commercial business and governments in assisting their sales process and also in the assisting of the sales process and also help the management to use effective operations in business to business or business to customer marketing. Both of the division require through understanding in the preparation of the techniques and its implementation. Reference List Cameron, S. K., 2006. Competing values leadership: Creating value in organizations. Massachusetts: Edward Elgar Publishing. Gelder, S. V., 2005. Global brand strategy: Unlocking branding potential across countries, cultures & markets. London: Kogan Page. Gilbert, S., 2008.The story of starbucks built for success. United States of America: Creative Education. Gupta, S., 2009. Branding and advertising. New Delhi: Global India Publications. Jelsema, M., 2012. Performing the Brand Audit. [online] Available at: . [Accessed 10 October 2009]. Lamb, C.W., Hair, J.F. and McDaniel, C.D., 2011. Essentials of Marketing. London: Cengage Learning. Luukko, M., 2011. Branding the Social Enterprise Sector of Finland. [online] Available at: . [Accessed 10 October 2009]. Michelli, A. J. (2006). Starbucks experience. New Delhi: Tata McGraw-Hill Education. Pringle, H., 2008. Brand immortality: How brands can live long and prosper. London: Kogan Page. Queensland Government, 2013. Legal Requirements. [online] Available at: [Accessed 10 October 2009]. Rakocevic, I., 2011. Brand personality. Berlin: Grin Verlag. SmallBiz Connect, 2013. International Market Opportunities. [online] Available at: [Accessed 10 October 2009]. Stanford Business, 2013. When Does Culture Matter in Marketing? [online] Available at: [Accessed 10 October 2009]. Strehle, P. and Cruickshank, M., 2004. Starbucks - international business concept and starbucks in Germany . Berlin: Grin Verlag. Read More