Running head: THE ROLE OF MARKETING IN A BUSINESS 1

The Role of Marketing in a Business

Sandra Guadarrama.

Cornerstone College
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Abstract.

This essay aims to illustrate the role of marketing in business; it is well known that marketing

has its roots in understanding consumers but it doesn’t mean that markets just are based on the

consumer there are many other variables to consider and marketing bring that understanding into

the business. Thus, is important for business to understand marketing, and how this is essential in

the construction of a business plan, but also for the marketers understand each business as a

unique entity with unique behaviour.

That’s why in this essay will be analyzed, whether or not a business can succeed without

marketing, for which we will study the main missions of marketing and how do they relate with

the business functions, as a discipline and as a department inside the company.

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The marketing concept refers to the idea that an organization should try to satisfy customers’

needs through coordinated activities that also allow it to achieve its goals, besides it will help to

understand the business and give the direction wished, being a variable that must be considered

in each step that the company decides to give. If a company does not implement the marketing

concept, by providing products that consumers need and want while achieving its own

objectives, it will not survive.

Can a business without marketing succeed?

To succeed in business today, you need to be flexible and have good planning and organizational

skills. Many people start a business thinking that they will turn on their computers or open their

doors and start making money, only to find that making money in a business is much more

difficult than they thought.

Most aspects of your business depend on successful marketing. The overall marketing umbrella

covers advertising, public relations, promotions and sales. Marketing is a process by which a

product or service is introduced and promoted to potential customers. Without marketing, your

business may offer the best products or services in your industry, but none of your potential

customers would know about it. Without marketing, sales may crash and companies may have to

close. Therefore is a process that introduces and promotes services or products to potential

customers. Without it, a company cannot be successful. (Ferrell, L. 2016)

Every time we hear “marketing”, we related with advertising and when running a business that

could be a catastrophic mistake, because you might avoid some ways of advertising but never do

marketing It is a systematic approach to satisfying consumers. Marketing focuses on the many

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activities such as planning, pricing, promoting, and distributing products, which foster

exchanges. Nevertheless, the most important contribution of these activities is that they create

value by allowing individuals and organizations to obtain what they need and want. A business

cannot achieve its objectives unless it provides something that customer’s value. (James, G.

2013)

Benefits of having a marketing department in the company

A marketing department promotes your business and drives sales of its products or services. It

provides the necessary research to identify your target customers and other audience, depending

of the size of the company this will be composed as well, that means that the complexity of this

department and the task to the might differ but ether way it should exist. (Crane, F. G. 2016).

The marketing section of a business needs to work closely with operations, research and

development, finance and human resources to check their plans are possible. Operations will

need to use sales forecasts produced by the marketing department to plan their production

schedules. Sales forecasts will also be an important part of the budgets produced by the finance

department, as well as the deployment of labour for the human resources department. A research

and development department will need to work very closely with the marketing department to

understand the needs of the customers and how do they react to market changes.

For instance, have a marketing department in the company will help to build a strong team with

all the others departments ensuring an integrated labour, in search of the company’s goals.

Otherwise, if the marketing job is made by an external agency, it might not be as involved in the

whole structure and it could be difficult to integrate with rest of the departments.
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Conclusion

After examining the role that marketing plays in business we can conclude that there are several

important advantages associated with utilizing marketing within an organization, that can be

resumed in creating value, solutions and relationships either short term or long term between the

company and the costumers, and not only promoting as sometimes is wrongly seen. Besides, it

generate the strategy that underlines the sales techniques, business communication and business

development. The succeed of a business will be strongly linked to the performance of their

marketing department and how this is conducted through the other departments of the company.
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References

Crane, F. G. (2016). Marketing for entrepreneurs: Concepts and applications for new ventures.

Place of publication not identified: Sage Publications.

Facts101: Studyguide for Managerial epidemiology practice, methods, and concepts by Dever.

(2013). Place of publication not identified: Academic Internet Publish.

Ferrell, O. C., Hirt, G. A., & Ferrell, L. (2016). Business: A changing world. New York, NY:

McGraw-Hill Education.

McManus, G., Powe, M., & Gelin, C. (2010). Marketing for growth. Edithvale, Vic.: M. Powe.

Why Is Marketing Important for a Successful Business. (n.d.). Retrieved from

https://www.altushost.com/why-is-marketing-important-for-a-successful-business/

James, G. (2013, January 23). Is Marketing Truly Necessary? Retrieved from

https://www.inc.com/geoffrey-james/is-marketing-truly-necessary.html

P. (2017, March 28). Creating a Marketing Department. Retrieved from

https://www.thehartford.com/business-playbook/in-depth/marketing-department-role