Unit 5: Marketing and promotion

5.1 Role and function of marketing and promotion

Marketing and promotion is very important whether the organizations are in public or private sector.
Marketing is the technique used to attract and persuade customers. Marketing is a social and managerial
process by which people and groups obtain what they need and want through creating and exchanging
products and values with others
In 1976, the chartered institute of marketing defines marketing as; Marketing is the management
process responsible for identifying, anticipating and satisfying customer requirements profitably.
Due to massive technological changes, globalization, spread of marketing techniques into new areas, the
process of marketing has undergone enormous changes over the last three decades. In 2007, to reflect
these changes, the chartered institute of marketing redefines marketing as: Marketing is a strategic
business function that creates value by stimulating, facilitating and fulfilling customer demand.
Promotions refer to the entire set of activities, which communicate the product, brand or service to the
user. The idea is to make people aware, attract and induce to buy the product, in preference over others.

Promotion is described as any form of communication or activity carried out specifically to draw/
call attention to the products and services of a particular organization.