Perspective on marketings role within your organisation - Essay Example

Perspective on marketing’s role within an organization Marketing has gained prominence in the literature as an orientation that is shared by everyone in organizations and as a process that is organized and implemented through all functions (Moorman & Rust, 1999). It is a significant business function that helps an organization to generate revenues by supporting other tasks and business functions such as operations, human resources, research and development, and finance. For instance, marketing function of the organization will provide operations with sales forecasts necessary in planning production schedules.

Sales forecasts generated by the marketing department of the business will also be important in influencing budgets and allocation of human resources within the company. In addition, the marketing function also supports research and development function of the organization in coming up with products and services that meet the needs of the customers. Furthermore, the role of marketing as a function remains a critical aspect in understanding the core values of an organization and the attitudes of an organization towards the delivery of goods and services to its customers.

In other words, marketing function plays a significant role in situating how the performance of an organization’s new product in the market, customer relationship practices, and financial base are perceived externally (Moorman & Rust, 1999). This is because it is a business area of an organization that most frequently interacts with customers and the public in general, and consequently, shapes the general perception of the public about the organization, its activities, and values. For instance, customers may see an organization as dynamic and innovative based on its promotional and advertising messages that focus on new products.

In addition, a firm’s stated marketing objectives will inform customers and the public about the firm’s performance on customer satisfaction, market share, and /or profitability.ReferencesMoorman, C. & Rust, R. T. (1999). The Role of Marketing, Journal of Marketing, 63 (Special Issue); 180–197.