The role of marketing as a business function serves two key purposes. It firstly allows a brand or company to acquire new business through such marketing techniques as advertising campaigns and also internet advertising. This is key as it helps organizations to get their name out in society and to become more attractive and essentially a viable option for potential customers and clients overall (Wirtz et al, 2014). The second purpose is to sustain key interest in a product or brand. Once customers and clients are acquired within a particular business, their interest needs to be sustained and this can be achieved via a number of marketing techniques such as diversification and more innovative approaches, which may attract younger audiences on a global basis.Both micromarketing and macro marketing are two key concepts related to the overall structure of marketing and how it can be conducted in every day business practices. Mircro-marketing looks at internal frameworks and structures, which may exist within a particular firm or organization (Wirtz et al, 2014). For example, a manager might study micro-marketing to determine how a company can make itself more attractive based purely on its current employees. Macro-marketing looks at the larger picture normally associated with the global foundations of marketing. The use of networking and the use of global marketing campaigns is an essential part of macro-marketing altogether (Gotz, 2009).
The strategic role of marketing for an organization focuses on how it can effectively utilize marketing techniques to acquire more revenue and to become more successful in the longer term. For example, an organization might be launching a new department or initiative for the sake of its customers and clients and may wish to strategically use a number of marketing techniques to make its new decision more attractive and effective overall. Strategic marketing can also allow an organization to grow in the sense that marketing can be used to sustain its employees and show to them that the organization is beneficial for their respective careers and overall professional development (Wirtz et al, 2014).
Marketing concepts can also be used in fields other than business such as in non profit organizations and for charities. Marketing concepts in these respective fields focus on how they can attract more volunteers and inspire members of society to become loyal to their cause and any fundraising initiatives (Bradley, 2016). In many cases, marketing campaigns are key to how they establish certain mission trips and projects to gain more revenue for their particular cause. Fundraising drives are one marketing idea that these organizations utilize on a yearly basis to help raise funds for particular individuals or organizations as a whole.
The role of marketing can also be used on a personal basis with respect to marketing for career success. For example, someone can market themselves effectively for a particular interview for a job or ideal position overall (Gotz, 2009). I would market myself personally for a potential employer by focusing on my resume and how I wish to present myself when they interview me. For example, by focusing on my strengths, qualifications and experiences, which are pertinent to the particular position that I am applying for, I can appear more competitive and therefore, have a greater chance of getting the position. Marketing can also be used to parallel the qualifications and strengths of myself with that of the desired organization (Bradley, 2016). Marketing is also important for my employer’s survival and prosperity as it ensures that they maintain a high level of productivity amongst not only their employees but their respective clients and customers overall. By marketing key benefits and positives of the particular organization, it can continue to survive and prosper in the 21st century.
- Bradley, J. (2016). Seven Functions of Marketing. The Chron, Retrieved from
http://smallbusiness.chron.com/seven-functions-marketing-56980.html
Accessed on 1st May, 2016. - Gotz, O. (2009). The Role of Marketing and Sales in Organizations and Its Impact on
Performance. MSI, Retrieved from http://www.msi.org/reports/the-role-of-marketing-and-sales-in-organizations-and-its-impact-on-performa/ Accessed on 1st May, 2016. - Wirtz, J et al. (2014). The role of marketing in today’s enterprises. Journal of Service
Management, Retrieved from http://www.emeraldinsight.com/doi/abs/10.1108/JOSM-01-2014-0037 Accessed on 1st May, 2016.
