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Functions of marketing and types of market control

Mutai Collins

Department of Business, Machakos University

SST 104; Marketing

Professor Onyango

08 April 2022
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Marketing Functions

Introduction

Marketing functions are those mechanisms or tools that allow a company to carry out its
strategies via its chosen marketing structures. Marketing control is a crucial part of the
marketing job. It is the role for ensuring that the marketing programmes and activities of the
firm are always directed toward its marketing objectives.

Functions of marketing and the types of market control

Promotion fosters brand awareness while educating target audiences on a brand's products or
services. It emphasizes introducing potential consumers to your brand. This function of
marketing varies in form, and marketing professionals tailor each form to relate to a particular
product, brand or target audience. Promotion may include any of the following strategies: Email
marketing , Social media advertisements , Public relations , Digital or print advertising , Content
marketing , Brand partnerships, Influencer marketing and Events . Each of these methods
attempts to generate conversation and excitement about a product or service. However, the
promotion itself often requires the support of other marketing functions to be successful.

Selling is a function of marketing that comprises communicating with potential customers and
pursuing sales leads. It's important for marketing professionals to pursue sales leads with
subtlety, which helps them build relationships with potential customers. As communication
with a potential customer progresses, successful marketers may introduce their product and
answer questions customers may have. Effective selling techniques can help you distinguish
your brand from competitors. Marketers and salespeople may collaborate to determine how to
best position their product within their market and sell it to potential customers.

Financing is a marketing function that involves securing funding—either internally or externally

—to create marketing campaigns. A marketing team can demonstrate its added value to its
company if revenue continues to increase due to high-quality marketing campaigns. This
upward trajectory might also allow that team to secure future funding, as they can
demonstrate a quantifiable positive return on their investment.

Distribution is the process of transporting your company's products or services to your

customers. There are several physical and digital methods of distribution, including: Online
stores, Catalogs or magazines , Sales calls , Retail stores , Wholesalers. Marketers often choose
the channel of distribution that best fits a particular product, brand or target audience. It's
important to choose a location to sell your product that your target audience often visits.
Distribution is a function of marketing that requires collaboration across departments to ensure
that each product reaches your consumers in its intended fashion.
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Types of market control

Annual plan control ; This is the where the top and middle managements examine whether the
results are being achieved . This is done by through sales analysis, market share analysis and
financial analysis tracking.

Profitability control ; This is the responsibility of the marketing controller to examine where the
company is making and loosing money. This is done through profitability of the product
territory, customer group trade and channel order size.

Efficiency control ; This is the responsibility of the stuff management to evaluate and improve
the spending efficiency and impact of marketing expenditures through efficiency of sales force ,
and advertising sales promotion distribution.

Strategic control ; this is where top management and the marketing auditor examine whether
the company is pursuing its best opportunities with respect to markets , products and the right
channels. Approaches of marketing effectiveness and marketing audit are employed.

Conclusion

Marketing is the aggregate of functions involving moving goods from producer to consumer and
can be controlled on how goods flows as proved above.
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Reference

1. Basic marketing (2008) sixteenth edition dy William D.Perreaut ,Jr.,Joseph P. cannon and E .
Jerome McCarthy.

2. Cerf, M.; Garcia-Garcia, M.; Kotler, P. (2017). Consumer Neuroscience. The MIT Press (in
French). MIT Press. p. 281. ISBN 978-0-262-03659-7. Retrieved 5 January 2022.