MARKETING ASSIGNMENT - Essay Example

3 July Marketing The variety of available products in the market increased considerably after the end of the Second World War. Income of the customers was discretionary, so they had choice to buy the products they thought useful. This trend encouraged the organizations to identify the needs of the customers, the time of their need, and the potential ways to satisfy those needs, that is the Marketing Concept. There was a revolutionary change in the focus of all organizations. The focus shifted from hard selling to the assessment of needs of the customers, adopting suitable strategies to address those needs, and development of long-term association with the customers by providing them with the products and services they required.

“The Marketing concept resulted in a separate marketing department in organization and today we can see many organization have structured themselves as marketing organization where every employee is contributing towards customer satisfaction whether or not he’s a marketing person” (“What is Marketing?”).The marketing concept depends to a large extent upon the research conducted by the organization to identify the particular segments of customers, and their individualistic and collective needs.

Marketing teams can achieve the satisfaction of their customers by identifying the target market and adopting the right marketing mix to achieve their objectives. The main marketing concepts are the identification of the customers’ needs and ways to fulfill them, assessment of the changing environment and the modifying needs of the customer with it so that not only the present needs of the customers can be addressed, but also measures can be taken to satisfy the expected needs in the future.

It is very important for the organizational personnel to realize that marketing of the product or service an organization makes is not entirely the responsibility of the marketing department, but every department as well as individual in the hierarchy of organizational structure has a responsibility towards it. I have had personal experience of working with a firm in which the entire responsibility of marketing was limited to the marketing department, and other firm in which the responsibility was equally distributed among all departments so that the whole organization was structured into a marketing organization.

I felt a lot of difference between the effectiveness of marketing between the two firms. Limitation of the marketing responsibility to the marketing department in the first organization was the fundamental cause of poor marketing, poor coordination among departments, and dysfunctional conflicts between the workers belonging to different departments. There was a blame-game going on. The system was not functioning rightly as the scope of responsibilities of the marketing department was too large to fulfill, while other departments spent more time in criticizing the marketing department since their own work load was negligible.

On the other hand, the second firm not only had successful marketing of its products, but also the distribution of marketing responsibilities among different departments had caused a stable organizational culture to result wherein the workers mutually respected one another and collectively worked towards the attainment of organizational goals. Works Cited“What is Marketing? and Basic Marketing Concepts.” 13 Mar. 2009. Web. 3 July 2012. < http://notesdesk.com/notes/marketing/what-is-marketing-and-basic-marketing-concepts/>.