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The role and importance of marketing in organisations

The role and importance of marketing in organisations is to Identify, Anticipate and Satisfy. 1 To identify consumers’ requirements ...

The role and importance of marketing in organisations is to Identify, Anticipate and Satisfy.

1 To identify consumers’ requirements
Businesses must identify what exactly a consumer wants from a product or service. There is little point in providing something that does not meet consumers’ requirements  (This is part of Best Marketing: best online marketing, best internet marketing, best marketing strategies, best marketing strategy) they simply will not buy it. Marketing departments aim to ensure that consumers buy products or services and that they continue to do so (that is, make repeat purchases).

Firms today face a lot of competition and consumers’ expectations are increasing and becoming more sophisticated. Requirements change frequently and the marketing department must make sure the product or service is developed or altered to meet these requirements. The role of marketing is, therefore, an increasingly important one in today’s business world.

Price and quality have always been important factors in whether or not a consumer will buy, but so too have prompt delivery, attractive packaging and after-sales service. Advertising and promotion play a big part in influencing consumers to buy.
The role and importance of marketing in organisations
2 To anticipate consumers’ requirements
The role of the marketing department is to find out what consumers want today and will want in the future. Consumer trends must be considered in order to anticipate future needs. This is especially important in markets where trends and fashions change rapidly (e.g. clothing, toys), or where technological changes occur frequently (e.g. computers). It may be necessary to develop new products quickly to stay ahead of competitors.

3 To satisfy consumers’ requirements
The consumer is the most important consideration for most businesses today – businesses are often said to be ‘consumer (or customer) focused’. Without consumers the business would fail. Good service and quality products that offer value for money are essential.

Prompt delivery and good after-sales service are also important, as are well presented and packaged goods. It is vital that the product is available at the right price and at the right time.

These three aims, for the majority of businesses, must be achieved profitably. There is little point in spending large amounts of money on marketing if costs are greater than revenue. However, organisations do exist where profitability is not an objective. Schools, hospitals and charities also use marketing techniques in order to become more effective in satisfying consumers’ requirements.